面對Covid_19新冠肺炎疫情下對高爾夫球場經營管理之探討

Abstract

當全世界追求經濟發展，人類幸福的科技競爭中，世界衛生組織於2020年2月18日宣告Covid-19新冠肺炎為法定傳染病後，赫然驚醒！全球各地幾乎確診傳染，重挫經濟、影響民生。人們的生活模式也受了約束，活動型態有了顯著的改變。臺灣也受病毒傳播入侵，因防疫措施得以有效控制。但病毒藉由境外移入或人傳人的途徑傳播擴散，因國內的防疫管制限制，致多項產業遭受波及影響。本研究目的是在瞭解運動產業中的高爾夫球場在面對疫情的衝擊挑戰，所帶來的影響，並提供精進分享及改善建議。期待能提供相關業者間，在經營管理上及後續相關研究的參考。本研究是透過訪談方式，依擬定的訪談大綱進行面對面的對談，錄音紀錄再進行編碼，以SWOT方法分析整理比對，來分別探討臺灣高爾夫球場在面對疫情下的現況、經營模式差異、管理策略與執行方案。本研究結果指出疫情帶來明顯的差異，業者在管理策略上都能有所調整與準備，並透過研究擬出具體可行的執行方案，提出相關建議，供未來球場面對新的衝擊與挑戰之參考。

When the world is pursuing economic development, technical competition for human beings’ happiness, which is shockedly awakened by COVID-19 announced as notifiable infectious disease by World Health Organization in Feb. 18, 2020. Almost all infections have been diagnosed around the world, which has severely impacted the economy and affected people’s livelihood. People’s life patterns are also constrained and activities have changed significantly. Taiwan has also been invaded by the spread of the virus, and the situation has been effectively controlled by epidemic prevention measures. However, the virus spreads by means of overseas migration or human-to-human transmission, many industries have been affected by domestic epidemic prevention and control restrictions. The purpose of this research is to understand the impact of golf courses in the sports industry facing the impact of the epidemic, and to provide advanced sharing and improvement suggestions to relevant industry players in management and follow-up related research reference. This study uses interview methods to conduct face-to-face conversations according to the planned interview outline, and then organize the recording records, analyze and compare with the SWOT method, to discuss the current situation of Taiwan's golf courses in the face of the epidemic and the differences in business models, management strategy and action plan. The results of this study point out that the epidemic has brought obvious differences, and the industry can adjust and prepare for management strategies. This study proposed concrete and feasible implementation plan with relevant suggestions for reference for golf courses to face new impacts and challenges in the future.