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研究生:于建中
研究生(外文):YU, CHIEN-CHUNG
論文名稱:建構觀光遊樂業發展綠色行銷模式 與應用之研究
論文名稱(外文):Research on Constructing Green Marketing Model and Application of Tourism and Amusement Industry Development
指導教授:劉春初劉春初引用關係
指導教授(外文):LIU, CHUN-CHU
口試委員:賴明材陳翰紳劉春初莊立民陳竹正
口試委員(外文):LAI, MIN-TSAICHEN, HAN-SHENLIU, CHUN-CHUCHUANG, LI-MINCHEN, JWU-JENQ
口試日期:2020-06-17
學位類別:博士
校院名稱:長榮大學
系所名稱:經營管理研究所
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
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:177
中文關鍵詞:觀光遊樂業綠色行銷模糊德爾菲法層級分析法模糊層級分析法
外文關鍵詞:Tourism and Amusement IndustryGreen MarketingFuzzy Delphi MethodAnalytic Hierarchy ProcessFuzzy AHP
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現今科技產業的迅速發展造就便利的生活,但也同時帶來生態及社會環境的破壞,環境可持續性已成為重要的國際政治議題,並被認為是創新的關鍵驅動力,因此消費者越來越關注永續經營與環境保護的企業,而企業也越來越重視綠色環境管理策略的重要性,觀光遊樂業於國家整體產業發展及觀光旅遊市場中扮演重要角色,相對的對「永續經營」的議題必須重視,為經營管理發展策略的重要考量方向。 觀光遊樂業為了因應市場環境的變化,必須推動「綠色行銷」發展策略來永續經營,本研究首先應用模糊德爾菲法及層級分析法來建構我國觀光遊樂業綠色行銷的評估準則,接下來應用模糊層級分析法針對觀光遊樂業進行實證分析。研究結果發現在個別觀點方面,雖然各產官學界專業人士有不同的重視指標,但主要集中在「行銷面」;在整體觀點方面,觀光遊樂業發展綠色行銷主要核心因素為「品牌權益」,因此本研究建議觀光遊樂業發展「綠色行銷」應以「品牌忠誠」及「企業形象」為首重指標。觀光遊樂業在考量「永續經營」時,應探討採購面、營運面、行銷面的發展模式,做為觀光遊樂業發展「綠色行銷」的方向目標及參考依據。


Today's rapid development of the technology industry has created a convenient life, but it has also brought about ecological and social environmental damage. Environmental sustainability has become an important international political issue and is considered a key driving force of innovation. Therefore, the consumers are paying more and more attention to the sustainably managing and environmentally friendly enterprises, and the enterprises are paying more and more attention to the importance of the green environmental management strategies. The tourism and amusement industry plays an important role in the country's overall industrial development and the tourism market. Relatively they must pay attention to the issue of "sustainable management" which is an important consideration direction for the development strategy of business management. In order to respond to changes in the market environment, the tourism and amusement industry must promote the "green marketing" development strategy for sustainable operation. In this research, the Fuzzy Delphi Method and Analytic Hierarchy Process are used first to construct the evaluation criteria for the green marketing of Taiwan's tourism and amusement industry, and then the Fuzzy AHP is applied to the tourism and amusement industry to conduct the empirical research. The study results found that in terms of the individual points of view, although the professionals in the industry, government, and academia have different indicators of emphasis, they mainly focus on the "marketing side". In terms of the overall point of view, the main core factor for the development of the green marketing in the tourism and amusement industry is the "brand equity." Therefore, this study suggests that the development of the "green marketing" in the tourism and amusement industry should focus on the "brand loyalty" and "corporate image" as the indicators of primary emphasis. When considering the "sustainable management", the tourism and amusement industry should explore the development mode of the procurement, operation, and marketing sides as the direction target and reference basis for the development of the "green marketing" in the tourism and amusement industry.
目錄
誌謝 Ⅰ
中文摘要 Ⅱ
英文摘要 Ⅲ
表目錄 Ⅴ
圖目錄 Ⅶ
第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 8
第三節 研究範圍與限制 12
第四節 研究流程 14

第二章 文獻探討
第一節 觀光遊樂業現況分析 17
第二節 綠色行銷 29
第三節 模糊層級分析法 56

第三章 研究方法及設計
第一節 模糊德爾菲法與因素層級64
第二節 AHP層級與問卷設計 83
第三節 Fuzzy AHP研究架構 98

第四章 實證分析
第一節 建構觀光遊樂業發展綠色行銷模式 112
第二節 觀光遊樂業發展綠色行銷模式之應用 125

第五章 結論與建議
第一節 結論 145
第二節 建議 150

參考文獻
中文部分 154
英文部分 160
網路部分 169

附錄:專家問卷 170

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二、英文部分
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