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題名:臺灣市場為導向之蒙古騎馬旅遊商業模式研究
作者:涂秀可
作者(外文):ERDENEBAT, TUVSHINJARGAL
校院名稱:國立體育大學
系所名稱:國際運動管理與創新博士學位學程
指導教授:葉公鼎
康正男
學位類別:博士
出版日期:2021
主題關鍵詞:運動產業行銷策略服務品質風險管理關鍵要素sport industrymarketing strategyservice qualityrisk managementcritical element
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本研究的目的是分析蒙古國騎馬旅遊業所面臨的現狀,並找出關鍵成功的商業模式要素,以建議騎馬旅遊業相關的組織、政府以及對此議題有興趣的研究學者。本研究使用SWOT法分析蒙古國騎馬旅遊業,並以模糊德菲法 (Fuzzy Delphi Method,FDM) 萃取出騎馬旅遊業關鍵的商業要素。
經過第一階段SWOT分析後,發現蒙古國可以善用既有優勢 (如美麗的風景與古老的傳統文化),同時有必要改善自身缺點,包含現有服務品質不佳、服務標準匱乏,及整體旅遊發展策略不足,以調節、引導騎馬旅遊業的服務績效。
第二階段的FDM分析方面,首先透過文獻回顧研究,萃取出關鍵成功騎馬旅遊業商業模式的6項構面與34項備選要素。接著經由兩輪的FDM分析方式,以尋求專家意見而取得最終28項成功商業模式的要素。
本研究結論指出,蒙古國具有相當大的潛力,別是在發展騎馬旅遊的各種環境特色與文化方面。然而目前蒙古國旅遊基礎設施整體發展並不完善,騎馬旅遊需要盡快加以改善這些困境。為促進蒙古國騎馬旅遊業發展,建議政府與學者專家及實務工作者共同採取以下幾項發展策略:(1) 推廣蒙古獨特的文化,包含騎馬、游牧與蒙古習俗;(2) 推廣蒙古美麗的自然景色,包含特勒吉國家公園 (Terelj National Park) 與庫蘇古爾湖 (Khuvsgul Lake) 等等;(3) 改善交通不便,包含增加國際航班、重新安排蒙古國各著名景點之間的旅遊路線,來提升外籍旅客前往蒙古國旅遊的動機;(4) 增加蒙古國騎馬旅遊的一般知識; (5) 透過騎馬旅遊業從業人員的培訓,來強化專業能力;(6) 改善騎馬路徑的標示系統;(7) 體認永續發展,避免因推廣騎馬旅遊而造成環境衝擊;(8) 善用COVID-19冠狀病毒全球大流行的契機,改善騎馬旅遊服務品質,以提蒙古國的市場競爭力。
Horse-riding tourism is a kind of business within the horse industry around the world. In the State of Mongolia, it is famous in its horse culture and horse industry, therefore, it may have good potential for this country to develop horse-riding tourism now, because people around the world pay attention to sport tourism which may increase the horse-riding tourism market demand consequently.
The aims of this study are to analyze the current situation that the horse-riding tourism industry faces in Mongolia, identify the critical success business model (BM) elements for Mongolia horse-riding tourism, and provide suggestions to the horse-riding tourism-related industry organizations, government, and the academic researchers who are interested in studying the issues related to horse-riding tourism. This study uses the SWOT tool to analyze current Mongolia horse-riding tourism and the Fuzzy Delphi Method to extract critical BM elements of horse-riding tourism.
In the first phase of this study refer to horse industry, strategic development and sport tourism related theories and studies to form the research structure and SWOT analyzing matrix, including the internal elements of Strength (S) and Weakness (W); the external elements of Opportunities (O) and Threats (T). This SWOT analytic process is adopted to identify the current horse-riding tourism business development situation in the State of Mongolia. The findings of this study indicate that the current situation is located in the first quadrant (0.79, 2.2) as aggressive SO strategy, which means the situation can be improved by using internal strength to take advantage of external opportunities.
In the second phase of this study, the research adopts a literature review to carry out the critical horse-riding tourism BM 6 criteria and 34 elements. After reviewing these elements, the researcher uses the Fuzzy Delphi method to obtain the critical horse-riding tourism BM element for Mongolia by seeking the opinion of tourism experts. After two rounds, this research selected 28 elements as critical elements for horse-riding tourism.
This study concludes that Mongolia has considerable potential, particularly in varied environmental features and culture for develop the horse-riding tourism. But presents Mongolia’s infrastructure’s overall development is not perfect. Mongolia horse-riding tourism needs to be improved these disadvantages urgently. The suggestions of this study to promote the horse-riding tourism industry Mongolia government needs to work with academic scholars and practitioners to develop strategies to deal with the following tasks: 1) Promoting of the Mongolian unique cultures, including horse, nomadic and Mongolian traditions. 2) Promoting of the beautiful nature scenery of Mongolia, including Terelj National Park and Khuvsgul Lake, etc. 3) Improving the traffic inconvenience, including add the international flights, re-arrange the touring route among attractions within Mongolia to raise the foreign tourists’ motivations to visit Mongolia. 4) Increasing the common awareness of horse-riding tourism in Mongolia. 5) Reinforcing the professional competencies by training the horse-riding tourism industry related practitioners. 6) Improving the signages of horse-riding trails system. 7) Aware the sustainable development to avoid the environmental impacts caused by horse-riding tourism promoting. 8) Taking the chance of COVID-19 pandemic to improve the horse-riding tourism service qualities to increase the marketability in Mongolia.
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