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研究生： 楊景怡
Yang, Ching-Yi
論文名稱： 應用層級程序分析於台灣觀光旅遊競爭力
The Analytic Hierarchy Process of the Travel and Tourism Competitiveness Model in Taiwan
指導教授： 吳萬益
Wu, Wann-yih
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2009
畢業學年度： 97
語文別： 英文
論文頁數： 128
中文關鍵詞： 層級分析法 、觀光旅遊指數 、旅遊競爭力 、旅遊目的地競爭力 、台灣
外文關鍵詞： Taiwan, Analytic hierarchy process (AHP), Tourism Competitiveness Index, Tourism competitiveness, Destination competitiveness
相關次數： 點閱：125  下載：13 
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    • 國際觀光旅行已成為二十一世紀推動各國經濟發展的主要產業。藉由增加國家本身的觀光旅遊競爭力來吸引國際觀光旅客已成為當今重要的議題之一。雖然世界經濟論壇(WEF)已於2007年開始發展一套衡量各國觀光旅遊競爭力指標的模型，模型中包含影響旅遊觀光競爭力指數的十四個子構面和五十一個子因素。但因此模型使用未加權之研究方法，假設每一個構面與子因素的權重相等，導致研究結果失之客觀。因為每個構面對競爭力的貢獻應有顯著的不同。有鑑於此，此研究著重於比較未加權的台灣觀光旅遊競爭力指數和加權之後的台灣觀光旅遊競爭力指數。最後，提出相關的建議以改善台灣旅遊競爭力。
    此研究應用層級分析方法(AHP)來衡量各構面間的權重。研究結果發現影響台灣旅遊觀光競爭力最重要的因素有四個：旅遊觀光的自然文化資源，觀光地的安全性，觀光旅遊相關設施和觀光旅遊親和力。研究更發現一個有趣的現象，往往專家學者一致認為影響台灣旅遊競爭力最重要需重視的因素和構面卻是台灣表現最差的一環。

    International tourism is expected to be a major vehicle of economic development in developed countries in the twenty-first century. One of the most important issues to attract international tourists is to promote travel and tourism competitiveness of the country. Although the World Economic Forum (WEF) has put a great deal of effects to develop a tourism competitiveness measurement model and evaluate 14 sub-criterion and 51 elements of travel and tourism competitiveness index, it assumes that all elements in a sub-criterion are in equal weights. This assumption is not reasonable, since people may weight different elements with different weight. Therefore, the purpose of this study is to compare the competitiveness index of Taiwan with unweighted method and weighted method. The study also aims to provide an understanding of Taiwan’s position in the international tourism market and provided suggestions for improvement.
    Analytic hierarchy process is employed to weight these sub-indexes, sub-criterion, and elements in the proposed tourism competitiveness measuring model. Results highlight that the four elements which affect the travel and tourism competitiveness of Taiwan mostly are natural and cultural resources, safety and security, tourism infrastructure, and affinity for travel and tourism, respectively. Results also indicate that Taiwan’s weaknesses of travel and tourism are exactly what experts believe as the important issues in tourism competitiveness.

    ABSTRACT................................................................................................................... I LIST OF TABLES ..................................................................................................... VI LIST OF FIGURES ..................................................................................................VII CHAPTER ONE INTRODUCTION ........................................................................1 1.1 Research Background ................................................................................... 1 1.2 Research Motivations.................................................................................... 3 1.3 Research Objective........................................................................................ 6 1.4 Research Procedure....................................................................................... 6 1.5 Research Framework.................................................................................... 8 CHAPTER TWO LITERATURE REVIEW...........................................................9 2.1 Background of Travel Industry in Taiwan.................................................. 9 2.2.Perspectives on Competitiveness................................................................ 10 2.3 Tourism Destination Competitiveness ....................................................... 12 2.4 WTTC........................................................................................................... 14 2.5 WEF Index ................................................................................................... 15 2.6 The Indicators of WEF Model.................................................................... 18 2.4.1 Indicators of T&T Regulatory Framework ...................................... 19 2.4.1.1 Policy Rules and Regulations........................................................ 19 2.4.1.2 Environmental Sustainability........................................................ 20 2.4.1.3 Safety and Security ........................................................................ 21 2.4.1.4 Health and Hygiene....................................................................... 22 2.4.1.5 Prioritization of Travel & Tourism................................................ 22 2.4.2 Indicators of T&T business Environment and Infrastructure ........ 23 2.4.2.1 Air Transport Infrastructure and Ground Transport Infrastructure..................................................................................... 23 2.4.2.2 Tourism Infrastructure .................................................................. 24 2.4.2.3 ICT infrastructure.......................................................................... 25 2.4.2.4 Price Competitiveness.................................................................... 25 2.4.3 Indicators of T&T Human, Cultural, and Natural resources ......... 26 2.4.3.1 Human Capital............................................................................... 26 2.4.3.2 Affinity for Travel& Tourism......................................................... 27 2.4.3.3 Natural Resources ......................................................................... 28 2.4.3.4 Culture Resources.......................................................................... 28 CHAPTER THREE RESEARCH METHODOLOGY.........................................30 3.1 The Conceptual Model................................................................................ 30 3.2 Construct Measurement ............................................................................. 32 3.3 Questionnaire Design .................................................................................. 34 3.3.1 The Constant Sum Scale Questionnaire........................................... 34 3.3.2 The AHP Questionnaire .................................................................... 36 3.4 Sampling Plan.............................................................................................. 40 3.5 Data Analysis Procedures ........................................................................... 41 CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION .....................43 4.1 Factor Evaluation........................................................................................ 43 4.2 The AHP Computation................................................................................ 51 4.2.1 Weight Analysis on Sub-index .......................................................... 52 4.2.2 Weight Analysis on Sub-criteria........................................................ 54 4.2.3 Weight Analysis on Elements of T&T Regulatory Framework ....... 56 4.2.4 Weight Analysis on Elements of T&T Business Environment and Infrastructure............................................................................................. 58 4.2.5 Weight Analysis on Elements of T&T Human, Cultural and Natural Resources ................................................................................................... 59 4.3 Score aggregation ........................................................................................ 62 CHAPTER FIVE CONCLUSION AND DISCUSSION .......................................73 5.1 Research Conclusions................................................................................ 77 5.2 Managerial implications ........................................................................... 78 5.3 Limitation and Suggestions ...................................................................... 79 REFERENCE ..............................................................................................................81 APPENDICX-I Constant Sum Scale Questionnaire..............................................87 APPENDIX-II AHP Questionnaire.......................................................................107

    吳萬益，企業研究方法，二版，華泰書局(民94)。

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