以創新模式探討澎湖島嶼旅行的價值創造

The Study on Value Creation of Island Travel of Penghu under Innovation Model

10.29859/JITR.201001.0002

李君如(Chun-Ju Li)；陳品孜(Pin-Zi Chen)

島嶼旅行 ； 創新事業模式 ； Island Travel ； Innovative Business Model

島嶼觀光研究

2卷4期（2010 / 01 / 01）

18 - 37

繁體中文

隨著全球體驗經濟與創意經濟的風潮，加上樂活、有機的生活觀逐漸興起，早已熟爲人知的景點和活動，已無法滿足現代人的生活風格，人們開始對於旅行有著諸多美好的憧憬與期待，選擇不同於過去跟團、走馬看花式的速食行程，在地、深度的多元旅遊型態漸次成爲另一波的新生活運動。魅力之島「澎湖」，有著迥異於快速發展的城市景象，如何跳脫過去傳統的團體旅遊經營模式，朝向以創意爲主體的風格旅行邁進，透過優質的體驗營造無可取代的情感價值，向創新加值與服務品牌的兩端，拉出幸福的微笑曲線，深化島嶼核心價值、尋求新的定位，成爲值得著眼與探討的課題。本研究將島嶼視爲一獨立的單元空間，透過自然環境上的空間分隔，帶來隔離與大陸間差異的真實感受，爲尋求紓解的旅人創造另一個轉換心情的場域，而島嶼旅行更涉及旅人經驗、喜好或需求等層面，包括不同旅行型式永續性的考量，關於貨品、價格、促銷策略的市場行銷，以及競爭能力的重要性等需迫切探討的議題。因此，本研究回歸實際操作島嶼遊程的真實經驗，以「在地化」及「可行性」爲原則，經由「行動研究」的策略思維，實地訪視特色旅遊路線，並配合澎湖縣政府提倡澎湖大小島嶼活化經營管理之政策理念，規劃北海、澎南、東海、內海與南海五條旅遊線作爲示範遊程，藉由結合海洋文化、島嶼生活，乃至在地歷史文化的魅力形塑，以單點的特色營造作爲創新體驗的核心，串連餐飲、住宿、旅遊產品、交通相關體系之包裝行銷，尋求一套合乎澎湖旅遊發展情境的「創新事業模式」，以重新看待澎湖觀光的新視野，提出有別以往的優質旅遊路線，創造別樹一格的菊島風貌。

With the global trend of experience economy, the new high touch consumption era is coming, the organic lifestyle and the unrest spread traveling fashion so as to pursue the cultural diversity, aesthetic experience as well as innovative style on the tour, they are more willing to choose the good traveling schedule with good expectation than just being foolish in the part of fast-food style traveling group, it has become the new lifestyle movement which calls for local and deep multi-dimensional awareness in traveling business. Penghu, the charming island, is extremely unique from the fast development cities. Under the unceasingly change of traveling style and transformation of consumption market, people are irresistible to figure out of how to escape from traditional traveling group business model turning into innovative traveling operation as their main business model. This research puts its focus on real traveling experiences on the island, it takes Localization and Feasibility as its principle, and adopts Action Research as its strategic thought, and then makes deep survey of the tour routes for the famous spots. The research is accordance with the policies executed by Penghu County Government who has been advocating active operation and management for the different islands of Penghu, it includes five traveling demonstrated routes, ranging from North Ocean, Pengnan, East Ocean, Inner Ocean and South Ocean, which so combines the elements of ocean culture, island life and history as to develop unique and new brand experience as its core value, it also unites restaurants, hotels, traveling products and related transportation systems into the package marketing to build the Innovative Business Model to fit itself into Penghu’s traveling development status, it helps to establish a new vision of tourism industry of Penghu and creates high quality routes to provide the unique traveling style for this island.

1. 王志弘 (1995)。空間的社會分析，未發表文章，作者自印。
2. Afuah, A.(1998).Innovation management: strategies, implementation and profits.New York:Oxford University Press.
3. Betz, F.(1998).Strategic Technology Management.McGraw Hill.
4. Boston, M. A.,Kim, W. C.,Mauborgne(1999).Strategy, value innovation, and the knowledge economy.Sloan Management Review,Spring,41-54.
5. Hamel, G.(2000).Leading the Revolution.Harvard Business School Press.
6. Schmitt, B.、王育英譯、梁曉鶯譯(2000)。體驗行銷。台北:經典傳訊文化。
7. Souder, W. E.,Shrivastava, P.(1987).The strategic management of technological innovations: a review and a model.The Journal of Management Studies,24,25-41.
8. Urry, J.(1990).The tourist gaze: Leisure and travel in contemporary societies.London:Sage.
9. 倪進誠(2000)。碩士論文(碩士論文)。台灣大學地理研究所。
10. 孫華翔(2003)。文化創意產業概況分析調查。北市:財團法人國家文化藝術基金會。

1. 姜立浩(2016)。澎湖國家風景區生態旅遊服務系統指標建構之研究。屏東科技大學農企業管理系所學位論文。2016。1-145。