應用模糊權重總計運算法建立旗津社區營造海洋觀光永續發展潛力評估模式

Applying Fuzzy Aggregation Operator to Evaluate the Potential of Creating Sustainable Development of Marine Tourism in Cijin

10.29916/JMPP.200706.0002

沈進成(Ching-Cheng Shen)；蕭丹瑋(Den-Wei Hsiao)

海洋觀光 ； 旗津 ； AHP ； 永續發展 ； 模糊權重總計運算法 ； Marine tourism ； Cijin ； AHP ； Sustainable development ； Fuzzy aggregation operator

管理實務與理論研究

1卷2期（2007 / 06 / 01）

17 - 29

繁體中文

高雄市政府在以海洋首都作爲城市的發展定位，將旗津列爲重要的觀光發展重點。本研究以旗津社區營造海洋觀光永續發展潛力評估模式爲研究主題，透過專家訪談、相關旗津研究及規劃報告，研擬出評估準則架構，評估準則爲海洋資源吸引力面、基礎資源面、市場潛力面、觀光整合發展能力、顧客創造價值面等五個主準則及25項次評估準則。本研究採用層級分析法(Analytic Hierarchy Process, AHP)求取各專家學者主準則及次準則的權重，並應用模糊權重總計運算法(Fuzzy aggregation operator)求得各準則的平均權重，該運算法同時考慮各準則平均強度及共識性問題。研究結果顯示，在主準則部份，以「顧客創造價值」最受到專家學者重視，其次依序爲「海洋資源吸引力」、「觀光整合發展能力」、「基礎資源」及「市場潛力」。在次準則部份，「海洋資源吸引力」中以「地方歷史文化」爲最重；在「基礎環境資源」中以「公有土地的開發」相對權重最高；「市場潛力」以「夜間休閒」權重值最高；在「觀光整合發展能力」中，以「社區營造力」和「資源整合發展能力」較高；而「顧客創造價值」方面，則以「顧客體驗」爲專家學者最重視之因素。研究結果除可作爲相關單位在進行旗津社區營造海洋觀光永續發展潛力的基礎參考之外，其所建立之發展潛力評估模式亦可供後續相關研究之參考。

After the Kaohsiung City government positioned the city as an oceanic capital, Cijin has been listed as an important focus of tourism development. This study developed a model to evaluate the potential of creating sustainable development of marine tourism in Cijin and designed the evaluation criteria according to expert interviews, related studies, and the planning reports of Cijin. The criteria were composed of 5 constructs, including attraction of oceanic resources, basic resources, market potential, integrated development of tourism, and values created for customer, and 25 sub criteria. This research adopted Analytic Hierarchy Process (AHP) to derive the weight of each main criterion and sub criterion proposed by experts. Further, Fuzzy Aggregation Operator was used to estimate the average weight of each criterion. In this algorithm, the average strength and consensus were simultaneously considered. The research findings showed that among the main criteria, ”values created for customers” was most emphasized by experts, followed by ”attraction of oceanic resources”, ”integrated development of tourism”, ”basic resources”, and ”market potential”. Among the sub-criteria, ”local history and culture” in ”attraction of oceanic resources” was most valued. In terms of ”basic environmental resources”, ”development of public lands” had a relatively higher weight. In ”market potential”, ”recreation at night” had the highest weight. In ”integrated development of tourism”, ”community creativity” and ”integrated development of resources” showed higher weights. Finally, in ”values created for customers”, ”customer's experience” was the factor most paid attention to by experts. The research results could serve as a reference for the authorities concerned to develop Cijin area as an oceanic tourist location, and the proposed evaluation model for development potential could also be useful for follow-up studies.

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