逃出臺灣！實境密室逃脫商業模式研究

Abstract

國內的休閒產業中崛起了一種新型態的休閒活動「實境密室逃脫遊戲」，密室熱潮迅速席捲了大多數的國家，全球玩家近千萬人。實境密室產業十分適合進行跨產業合作，近年已與郵輪、飯店與文化創意園區等合作推出作品。如此新興且快速成長的產業，對於不確定的未來，對於該如何規劃，什麼商業模式會是帶領產業前進的良方，業者們迫切地需要指引方向，但學術相關研究仍付之闕如。因此本研究以企業生命週期理論為基礎，針對實境密室逃脫產業之全球商業模式，以Osterwalder 與 Pigneur (2010)的商業模式九宮格，針對日本、美國、中國、臺灣及新興之東南亞市場，五個具代表性的區域，共30家的業者進行訪談，以了解全球實境密室逃脫產業的生命週期發展與其商業模式的現況。分析流程由評分者A、B分類出482個分析單位，兩週後評分者 A、B重新分類正確數量為469個分析單位，其Intrajudge Reliability為97.3%，又評分者C將分析單位重新分入評分者A、B已分好的構面中，共451個分析單位分類正確，Interjudge Reliability為93.5%，具有研究可行性。研究結果顯示全球實境密室逃脫產業生命週期主要落在三個階段：導入期(即將進入成長期)、成長期(後期)及成熟期(前期)。日本落於成熟期，美國、臺灣、中國則較偏向成長期。東南亞則介於導入期與成長期之間。又研究結果呈現，不同產業生命週期與不同國家之實境密室逃脫商業模式均有所不同，業者可依照不同產業生命週期階段，根據各地地方特色調整其商業模式。

The "Real Escape Game" industry is a relatively new and emerging sector within the leisure market, currently attracting significant interest with over ten million players worldwide. This concept was first introduced in Taiwan in 2011. In recent years, the industry has gained further attention by collaborating with various companies and sectors, such as Cruise ships, hotels and cultural and creative parks. Despite its promising outlook, the future of the real escape game industry remains uncertain for those involved. Questions about the industry's direction and the most profitable business models are still unanswered for both industry professionals and researchers. To address this gap, our study offers an initial examination of the real escape game industry through the lens of the business life cycle and business models from a global perspective. We will conduct in-depth interviews with five executives from the USA, Japan, China, Taiwan, and Southeast Asia, using questions based on the nine business model components identified by Osterwalder與Pigneur (2010). During the analysis, Judges A and B categorized 482 analysis units, achieving a correct classification of 469 units after two weeks, resulting in an Intrajudge Reliability of 97.3%. Judge C re-evaluated the units, correctly classifying 451, yielding an Interjudge Reliability of 93.5%, which is acceptable for research purposes. The findings indicate that the life cycle of the real escape room industry can be divided into three stages: start-up, growth, and maturity. Japan is currently in the maturity stage, while the United States, Taiwan, and China are in the growth stage, and Southeast Asia is in the start-up stage. Additionally, the study reveals that the business models of real escape rooms vary across different life cycle stages and countries.