以社會網路管理分析大鵬灣國家風景區之海洋運動觀光產業發展

Analysis of Development of the Marine Sport Tourism Industry in the Dapeng Bay National Scenic Area Based on Social Network Management

10.5297/ser.202103_23(1).0002

曹校章(Hsiao-Chang Tsao)；吳慧卿(Hui-Ching Wu)；李上泰(Shang-Tai Li)

網絡密度 ； 關鍵驅動因素 ； 水上活動 ； network density ； key factors driving ； aquatic activities

大專體育學刊

23卷1期（2021 / 03 / 31）

14 - 28

繁體中文;英文

本研究主要目的在針對大鵬灣國家風景區海洋運動觀光產業發展關聯性進行分析。本文以社會網路管理理論概念進行運用分析，最後據以探索海洋運動觀光區域中的社會網絡究竟是何面貌。研究結果指出：在整體網絡密度計算方式，深度訪談結果相較於網路搜尋次要資料，所呈現的關聯稠密程度較高。顯示出教育部體育署、大鵬灣國家風景管理處、東方休閒集團對於大鵬灣國家風景區的整體海洋休閒運動觀光社會網絡扮演著核心關鍵驅動因素。本研究結論：從社會網絡顯示公私營部門和社區相互交叉與彼此關聯稠密程度高，實際關係中發現大鵬灣國家風景管理處與大鵬灣國際公司為大鵬灣國家風景區的兩大核心，兩者應該朝向以廠商觀點與想法為出發點，政府在最大可能上給予承諾，而廠商亦應本於政府政策立場給予配合，共同解決海洋運動觀光產業發展上的問題，共同創造經濟發展及運動觀光產業合作伙伴的社會網絡關係，打造大鵬灣國家風景區成為水上活動為主軸的國際級休閒渡假遊憩區。

This study adopted social network management theory concepts to analyze associations inherent in the development of the marine sport tourism industry in the Dapeng Bay National Scenic Area. Based on results of the analysis, it then discussed the outlook of the social network in the marine sport tourism area. After calculating network density, the association density obtained through in-depth interviews was higher than that of the secondary data from internet search. Findings also showed that the Ministry of Education's Sports Administration, the Dapeng Bay National Scenic Area Management Office, and Orient International were key factors driving the relevant overall social network. Social networks of the public and private sectors and the community were interconnected and the association density was high. Regarding the real relationships, the Dapeng Bay National Scenic Area Management Office and the Dapeng Bay International Development Cooperation were the 2 cores of the Dapeng Bay National Scenic Area. Both of these should start with corporate views and notions. The government should try its best to make promises. Companies should cooperate in pursuing 2 goals for the development of the marine sport tourism industry: solving issues based on the government's relevant policies, and building a social network around economic development and marine sport tourism industry partnerships. This combination of strategies would make the Dapeng Bay National Scenic Area an international leisure and recreation area featuring aquatic activities.

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