以利害關係者理論探討臺北市旅遊目的地關鍵屬性評估因子

Abstract

交通部觀光局來臺旅客消費及動向調查報告，108年受訪旅客主要遊覽景點所在縣市排名，臺北市排名第一，每百人次有84人次。面臨全球競爭加劇的背景下，旅遊目的地被迫尋求新的途徑來獲得競爭優勢。本研究以利害關係人理論探討旅遊目的地關鍵屬性，找出旅遊目的地中利害關係者與其關鍵評估因子並由問卷取得專家群體的共識，確認利害關係者關鍵評估因子，經資料蒐集以參與景點活動政策、經濟發展之利害關係者為研究對象，進行敘述性統計、重要性滿意度分析 (Importance Performance Analysis, IPA) 及重要性滿意度競爭對手分析 (Importance Performance Competitor Analysis, IPCA) 繪製矩陣圖，藉由本研究探討臺北市旅遊目的地關鍵評估因子與滿意度之間的影響，並進一步將分析結果對未來城市景點發展提供策略參考。研究第一階段修正式德爾菲問卷設計為引用過去文獻蒐集關鍵屬性評估因子，經產業、官方、學界10名專家進行專家問卷，發展出以景點從業人員 (A)、旅遊企業 (E)、政府單位 (G)、當地居民 (R)、遊客 (T) 為本研究主要利害關係者及其176項評估因子架構。第二階段IPA資料蒐集以2020年6月至2021年6月曾至臺北市旅遊目的地 (以松山文創園區、臺北市立動物園、國立國父紀念館3處景點為調查) 所屬之利害關係者為研究對象；採用李克特七點量表，針對景點從業人員、旅遊企業、政府單位、當地居民、遊客發放問卷，共回收680份問卷；有效問卷為368份；回收率達54.12%，研究透過IPA、IPCA進行分析並繪製矩陣圖。本研究透過量化研究，探討評估因子在臺北市之重要性與滿意度，發現利害關係者重要考量因子為「歷史文化保存」、「安全/保障」、「衛生和清潔」、「基礎設施」、「交通運輸系統」、「文化景點」。和文獻不同之處，在於各利害關係者其他考慮因子，研究分別就各利害關係者之評估因子重要性結果給予建議，以供未來目的地管理者或相關單位發展方向與參考。According to 2019 Annual Survey Report on Visitors Expenditure and Trends in Taiwan by the Tourism Bureau of the Ministry of Transportation and Communications, the main attractions were visited by interviewed travelers in 2019, Taipei ranked first, with 84 visitors per 100 visitors. In the face of increasing global competition, tourism destinations are forced to seek new ways to gain a competitive advantage. This paper applies a stakeholder theory and explore tourism destination key attributes, and find out the stakeholders in the tourist destination and their key evaluation factors, obtain the consensus of the expert group from the questionnaire, key assessment factors for identifying stakeholders. After data collection, the subjects as stakeholders involved in the policy of visitor attraction activities and economic development are taken as the research objects, perform descriptive statistics, Importance Performance Analysis (IPA) and Importance Performance Competitor Analysis (IPCA) to draw a matrix. This research explores the impact between key evaluation factors and performance of Taipei tourism destination, and further analyzes the results to provide strategic reference for future authorities in the development of urban attractions.The modified Delphi questionnaire in the first stage of the research is designed by cite past literature to collect key attribute evaluation factors. After 10 experts from industry, government, and academics conducted an expert questionnaire, it developed the main stakeholders with attraction practitioners (A), tourism enterprises (E), government (G), local residents (R), and tourists (T) its 176 evaluation factors are the framework of this research. The second stage of IPA data collection focuses on stakeholders who have visited Taipei tourism destination (three attractions in Taipei namely Songshan Cultural and Creative Park, Taipei Zoo, National Father Memorial Hall were selected) from June 2020 to June 2021 as the research objects; adopted a 7-point Likert-type scale, questionnaires were issued to attraction practitioners, tourism enterprises, government units, local residents, and tourists; 680 questionnaires were collected, 368 valid questionnaires for a response rate of 54.12%, by using IPA and IPCA methods analyze and draw matrix diagram.This research explores the importance and performance of evaluation factors in Taipei city through quantitative research, and those important consideration factors for stakeholders is"historical culture preserved", "safety/security", "hygiene and cleanliness", "infrastructure", "transportation system", "cultural attractions". The difference from the literature lies in the other considerations of each stakeholder. The research provides suggestions on the importance of the evaluation factors of each stakeholder for future destination managers or authorities the direction of development and reference.