臺灣博碩士論文加值系統

旅遊產業是一種帶動地區經濟發展的驅動力，各種旅遊業態所聚集的地點就稱為旅遊目的地（Tourism Destination, TD）。 在一個動態的旅遊市場中，良好便捷的交通運輸系統大大地縮短了實體空間的距離。這樣導致了旅遊目的地的競爭與合作關係越來越受到重視。如移動和智慧設備等數位科技的創新改變了消費者的使用行為，這也將導致旅遊行為的變化。一種強調及時，快速，分享，開放和協作的「智慧旅遊（Smart Tourism, ST）」概念被提了出來。旅遊目的地如何面對智慧旅遊的改變是未來旅遊目的地競爭力的關鍵。
過去，關於旅遊目的地競爭力模型的討論可以分為兩個尺度。首先是區域規模，Crouch和Ritchie模型以及Dwyer模型是這種尺度的旅遊目的地競爭力（Tourism Destination Competitiveness, TDC）的典型。第二是國家規模，在這個尺度上，世界經濟論壇提出的旅遊業競爭力指數（Travel and Tourism Competitiveness Index, TTCI）是最具代表性的模型。從理論上來說，國家的旅遊競爭力必須建立在每個地區都具有一定程度的旅遊競爭力的基礎上。因此，指標體系的兩個尺度之間的聯繫是必要的，但過去在這方面討論的文獻較少。此外，隨著近年來「智慧旅遊目的地（Smart Tourism Destination, STD）」概念受到越來越多的關注，學者們開始對智慧旅遊目的地的競爭力提出概念化模型。雖然概念化模型可以為旅遊目的地的發展提供一些指導，但每各旅遊目的地管理組織（DMO）的資源將會受到一定程度的限制。因此，對於旅遊目的地管理組織而言，更準確地理解問題並提出相應的改進建議是有必要的。
本研究旨在時代的改變下更新原有的旅遊目的地競爭力指標，稱為「新時代旅遊目的地競爭力模型（New-TDC模型）」。該模型解決了科技對旅遊目的地競爭力產生的變化。可以透過提高該地區的競爭力進而為該國創造旅遊競爭優勢。該模型由三部分組成：1）建立指標框架; 2）採用適當的評估方法，本研究使用DANP-mVⅡ型; 3）找出問題點並給出相應的改進建議。 最後，以中國泰寧縣為例，闡述了指標體系的運作，並根據問題的根源提出了綜合性改進建議。

The tourism industry is the driving force of local economic development, and the tourism destination (TD) is where tourist attractions are located. In a dynamic tourism market, a well-developed transportation system can greatly shortened the distance of physical space. The competition and cooperation relationship of tourism destinations has drawn more and more attention. Innovations in digital technologies such as mobile and smart devices have changed consumer behavior, and have led to changes in tourist behavior. The concept of “Smart Tourism (ST)” was put forward; it t emphasizes timely, fast, sharing, open and collaborative. How tourism destinations respond to smart tourism is the key to future destination competitiveness.
In the past, the discussion on the competitiveness model of tourism destinations can be divided into two scales. The first is the regional scale, such as Crouch and Ritchie model and Dwyer model that measure the tourism destination competitiveness (TDC). The second is the country scale, and the Travel and Tourism Competitiveness Index (TTCI) proposed by the World Economic Forum is the most representative model. In theory, the country's tourism destination competitiveness must be based on the fact that each region has a certain degree of tourism competitiveness. Therefore, the link between the two scales of the indicator system is necessary. However, there are scanty studies on this topic. As the concept of “Smart Tourism Destination (STD)” receives more attention in recent years, scholars have proposed a conceptual model of the competitiveness of smart tourism destination. Although the conceptual model can provide some guidance for the development of tourism destinations, the resources of each destination management organization (DMO) will face a certain degree of restriction. For DMO, it is necessary to understand the problem more accurately and propose corresponding improvements.
This study aims to update the original tourism destination competitiveness according to current conditions, called the “New Era Tourism Destination Competitiveness Model (New-TDC model)”. This model addresses the changes that technology and tourist habits bring to tourism destination competitiveness. The competitiveness of the region can be enhanced to create a tourism competitive advantage for the country. The model consists of three parts: 1) establishing an indicator framework; 2) using appropriate techniques to establish an assessment method of the indicator, namely the DANP-mV Type Ⅱ model; 3) finding the problem points and giving the corresponding improvement suggestions. Finally, taking Taining County in China as an example, the operation of the indicator system is explained, and comprehensive improvement suggestions are put forward based on the source of the problem.

ACKNOWLEDGEMENTS II
ABSTRACT(中文) V
ABSTRACT VI
List of Tables VIII
List of Figures IX
CHAPTER 1: INTRODUCTION 1
1.1 Research background 1
1.2 Research motivation and purpose 1
1.3 Research framework 3
CHAPTER 2: LITERATURE REVIEW 1
2.1 Tourism destination competitiveness theory 1
2.2 Smart tourism and tourism destination competitiveness 4
2.3 Pre-test: examination of the indicator framework. 17
CHAPTER 3: DANP-mV TYPE Ⅱ 20
3.1 DANP-mV Model 20
3.2 Innovation of the DANP-mV Model 22
3.3 Differences between DANP-mV Type Ⅰ and Ⅱ 26
3.4 Procedure of DANP-mV Type Ⅱ model 29
4. EMPIRICAL CASE: TAINING COUNTY, CHINA 35
4.1 Case background description 35
4.3 Discussion and Research limitations 45
5. CONCLUSION 50
REFERENCES 53
APPENDIX 59

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