從策略管理觀點析論臺灣運動觀光發展應有的策略

The Formulation of the Development Strategies in Sport Tourism for Taiwan Using Strategic Management

10.29916/JMPP.200909.0001

王育文(Yu-Weng Wang)

運動觀光 ； 策略管理 ； 力量場分析 ； Sport tourism ； strategic management ； forces field analysis

管理實務與理論研究

3卷3期（2009 / 09 / 01）

1 - 16

繁體中文

本研究旨在以文獻分析與內容分析方法，從策略管理觀點提出發展臺灣運動觀光應採行的策略。作者首就策略管理、系統分析和力量場分析此三個互有關連的專門術語進行闡釋，並提出足以助長和抑制臺灣運動觀光發展的內、外在力量；接著，針對臺灣發展運動觀光的內、外在環境作分析，藉以了解外在機會與威脅之所在。最後，作者依內、外在環境分析結果，提出下列發展臺灣運動觀光的主要優先策略：臺灣須有運動觀光發展的願景；須有系統性培育運動觀光人才；從多元與活動觀光角度發展運動觀光；側重運動觀光的雙主軸發展；觀光管理組織須更佳了解運動觀光客的旅遊需求；須進行運動觀光消費者需求的評估；宜訂定優先推動的運動觀光政策；須進行有效率的運動觀光組織設計；以及運動與觀光界人士宜透過論壇，凝聚運動觀光發展的共識。

The main purpose of this study was to formulate the development strategies in sport tourism for Taiwan, by way of review of literature and content analysis. Firstly, the author explains the following three exchangeable terms: strategic management system analysis, and forces field analysis. Secondly, the external and internal faciliting & inhibiting forces surrounding the sport tourism industry were presented. Finally, the author recommended the following development strategies in sport tourism for Taiwan, on the basis of the analysis results of the internal & external environments around the sport tourism industry: to develop a sound vision for sport tourism; to develop systematically man powers in sport tourism; to promote sport tourism on the basis of multi-facet & events-based; to emphasize the importance of active & events sport tourism; to better understand the current travel needs of sport tourists by DMOs; to undertake the needs assessment of the clients by experts; to prioritize the sequence of the sport tourism policies; to implement the efficient organizational design of sport tourism agencies; and to open two-way forum for faculties, experts and officials in sport & tourism for the purpose of compromising the opinions of sport tourism among the attendants in the forum.

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