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研究生:黃彥銘
研究生(外文):Huang, Yen-Ming
論文名稱:臺灣主題樂園經營績效關鍵成功因素之研究
論文名稱(外文):The Study of the Business Performance Key Succesful Factors for Theme Park
指導教授:陳銘崑陳銘崑引用關係
口試委員:林衍伶吳忠敏
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:104
中文關鍵詞:主題樂園、關鍵成功因素、平衡計分卡、商業模式、模糊決策實驗室法、詮釋結構模式
外文關鍵詞:Theme ParksKey Succesful FactorsBalanced ScoreCardBusiness ModelFDEMATELISM
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全球的觀光活動呈現日趨多元的豐富面貌,觀光產業亦同被視為與科技產業之二十一世紀明星產業,近年來,全球的觀光發展大致呈現三大趨勢,即新興觀光據點(New Destinations)的不斷竄起、觀光產品的多樣化(Diversification of Tourism),以及觀光據點競爭白熱化(Increasing Competition Between Destinations),主題樂園即是新興觀光據點其中之一。
主題樂園是一個融合複雜創作元素的旅遊經濟產業,隨著全球化和主題樂園的發展,主題樂園已經進入同質化競爭,因此對於主題樂園經營績效更是重視,同時,臺灣主題樂園業者致力發展更多元化的元素,提升消費者體驗、主題樂園價值,使主題樂園經營績效成長,因此本研究重點在於主題樂園經營績效。
本研究透過文獻盤點和專家訪談整理出影響主題樂園經營績效之因素,並利用平衡計分卡結合商業模式構面分類,最後使用模糊決策實驗室法(Fuzzy DEMATEL)和詮釋結構模式(ISM)分析臺灣主題樂園經營績效之關鍵成功因素,提供臺灣主題樂園業者參考。
The global tourism industry shows increase of diversification. Furthermore, the tourism industry and technology industry are regarded as popular industries in Twenty – first century. In recent years, the development of global tourism roughly presents three primary trends. The continuous rise of New Destinations, Diversification of Tourism and Increasing Competition between Destinations respectively.For example, theme park is one of the New Destinations.
The theme park is a tourism economy complex syncretizing creative elements with the expansion of globalization and development of the theme park which has entered the homogeneity. Therefore, the theme park pays more attention to Business Performance. Concurrently, Taiwan's theme park industry applies itself to develop devise elements, enhancing the consumer experience and value of the theme park, to promote the growth of Business Performance. Thus, this study concentrates on Business Performance.
According to literature review and experts interviews, this paper organizes the factors which is influence Business Performance in theme park. Moreover, combining Balance Scorecard and Business Model facets classified. Finally, using Fuzzy DEMATEL and ISM analysis the key successful factors of the theme park’s Business Performance, which provides reference to Taiwan theme park industry.
目錄
摘要 i
ABSTRACT ii
致謝 iv
表目錄 vii
圖目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2研究目的 2
1.3研究架構 3
1.4研究範圍與限制 4
第二章 文獻探討 5
2.1主題樂園 5
2.1.1主題樂園之定義與特性 5
2.1.2主題樂園之分類 10
2.2關鍵成功因素 14
2.2.1關鍵成功因素之定義與相關文獻 14
2.2.2主題樂園之成功因素 18
2.3商業模式 20
2.4平衡計分卡 24
2.5模糊決策實驗室法(Fuzzy The Decision-Making Trial and Evaluation Laboratory) 33
2.6詮釋結構模式(Interpretive Structural Model) 35
第三章 研究方法 39
3.1研究架構 39
3.2台灣主題樂園經營績效關鍵成功因素彙整 40
3.3 模糊決策實驗室法(Fuzzy DEMATEL) 46
3.4詮釋結構模式之研究 (ISM) 50
第四章 研究結果與分析 55
4.1模糊決策實驗室法(Fuzzy DEMATEL)之問卷分析 55
4.2 模糊決策實驗室法(Fuzzy DEMATEL)之問卷結果 56
4.2.1分析構面與要素關係度 56
4.3詮釋結構模式(ISM)之問卷結果 69
4.3.1分析要素關係度 69
第五章 研究結論與建議 83
5.1研究結論 83
5.2未來研究與建議 84
參考文獻 85
附錄A模糊決策實驗室法之問卷 99
附錄B詮釋結構模式之問卷 113

表目錄
表2.1主題樂園之定義 8
表2.1主題樂園之定義(續) 9
表2.2主題樂園之特性 9
表2.2主題樂園之特性(續) 10
表2.3東海大學環境規劃暨景觀研究中心分類 11
表2.4主題樂園之分類 13
表2.5關鍵成功因素歸納 15
表2.6關鍵成功因素之定義 17
表2.6關鍵成功因素之定義(續) 18
表2.7主題樂園之成功因素相關研究 18
表2.7主題樂園之成功因素相關研究(續) 19
表2.8主題樂園之成功因素定義 19
表2.9商業模式定義 21
表2.9商業模式定義(續) 22
表2.10商業模式構成元素 22
表2.10商業模式構成元素(續) 23
表2.11平衡計分卡相關文獻 28
表2.11平衡計分卡相關文獻(續) 29
表2.12主題樂園之關鍵成功因素評估因素 30
表2.12主題樂園之關鍵成功因素評估因素(續) 31
表2.13平衡計分卡結合商業模式之評估因子 32
表2.13平衡計分卡結合商業模式之評估因子(續) 33
表2.14Fuzzy DEMATEL相關文獻 34
表2.14Fuzzy DEMATEL相關文獻(續) 35
表2.15 ISM相關文獻 37
表2.15 ISM相關文獻(續) 38
表3.1訪談專家名單 40
表3.2財務構面之商業模式評估因素 42
表3.3顧客構面之商業模式評估因素 42
表3.4內部流程構面之商業模式評估因素 43
表3.5學習與成長構面之商業模式評估因素 43
表3.6Fuzzy DEMATEL問卷 47
表3.7模糊評估值評估尺度 47
表3.8因果關係圖各象限之說明 50
表3.9階層矩陣分析表 52
表4.1問卷調查專家名單 55
表4.1問卷調查專家名單(續) 56
表4.2臺灣主題樂園財務構面對其他構面的影響模糊比較表 57
表4.3臺灣主題樂園經營績效構面之初始直接關係模糊矩陣 57
表4.4臺灣主題樂園構面解模糊化直接關係矩陣 58
表4.5臺灣主題樂園構面正規化直接關係矩陣 58
表4.6臺灣主題樂園構面之總影響關係矩陣 59
表4.7臺灣主題樂園財務構面之總影響關係矩陣 59
表4.8臺灣主題樂園顧客構面之總影響關係矩陣 60
表4.9臺灣主題樂園內部流程構面之總影響關係矩陣 60
表4.10臺灣主題樂園學習與成長構面之總影響關係矩陣 61
表4.11臺灣主題樂園經營績效構面 62
表4.12臺灣主題樂園經營績效財務構面 62
表4.13臺灣主題樂園經營績效顧客構面 62
表4.14臺灣主題樂園經營績效內部流程構面 63
表4.15臺灣主題樂園經營績效學習與成長構面 63
表4.16臺灣主題樂園經營績效評估因素 69
表4.16臺灣主題樂園經營績效評估因素(續) 70
表4.17財務構面之可達矩陣 72
表4.18顧客構面之可達矩陣 72
表4.19內部流程構面之可達矩陣 73
表4.20學習成長構面之可達矩陣 73
表4.21財務構面之第一階層矩陣分析表 74
表4.22財務構面之第二階層矩陣分析表 75
表4.23財務構面之第三階層矩陣分析表 75
表4.24財務構面之第四階層矩陣分析表 76
表4.25財務構面重新排列之可達矩陣 76

圖目錄
圖1.1研究流程 3
圖2.1界定策略之因果關係 21
圖2.2財務構面之圖示 22
圖2.3顧客構面之圖示 23
圖2.4內部流程構面之圖示 23
圖2.5學習與成長構面之圖示 24
圖3.1研究架構 36
圖3.2臺灣主題樂園經營績效評估準則 40
圖3.3臺灣主題樂園經營績效評估準則(續) 41
圖3.4研究流程 42
圖3.5MICMAC因素分析 50
圖4.1臺灣主題樂園經營績效各構面影響比較圖 60
圖4.2臺灣主題樂園經營績效財務構面影響比較圖 61
圖4.3臺灣主題樂園經營績效顧客構面影響比較圖 62
圖4.4臺灣主題樂園經營績效內部流程構面影響比較圖 63
圖4.5臺灣主題樂園經營績效學習與成長構面影響比較圖 64
圖4.6財務構面之階層結構圖 73
圖4.7顧客構面之階層結構圖 73
圖4.8內部流程構面之階層結構圖 74
圖4.9學習成長構面之階層結構圖 74
圖4.10財物構面之影響-相依圖 75
圖4.11顧客構面之影響-相依圖 76
圖4.12內部流程構面之影響-相依圖 77
圖4.13學習與成長構面之影響-相依圖 78
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