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研究生:陳芯慧
研究生(外文):CHEN,HSIN-HUI
論文名稱:以行動者網絡利害關係人理論探討旅遊目的地行銷組織之角色
論文名稱(外文):Exploring the Role of Destination Marketing Organization Based on the Actor-Networking Stakeholder Theory
指導教授:吳政和吳政和引用關係
指導教授(外文):WU,CHENG-HO
口試委員:鄭天明岑淑筱
口試委員(外文):CHENG,TIEN-MINGTSEN,SHU-HSIAO
口試日期:2022-07-12
學位類別:碩士
校院名稱:靜宜大學
系所名稱:觀光事業學系
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:170
中文關鍵詞:旅遊目的地行銷組織利害關係人理論行動者網絡理論行動者網絡利害關係人理論中彰區域觀光聯盟觀光圈
外文關鍵詞:Destination marketing organizationStakeholder theoryActor-network theoryActor-networking stakeholder theoryTaichung-Changhua Area Association for Regional TourismTourism zone
相關次數:
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  • 下載下載:74
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「旅遊目的地」儼然成為觀光產業中的最大品牌,許多國家致力於透過瞭解目標市場遊客之需求、動機及喜好,並在目的地中藉此調整其旅遊產品獲得更高的遊客滿意度。本研究透過結合行動者網絡理論與利害關係人理論概念之整合理論-行動者網絡利害關係人理論應用於臺灣仍屬草創期DMO之中彰區域觀光聯盟,透過行動者網絡之轉譯過程建構出中彰觀光圈網絡,並從中瞭解非人類利害關係人與人類利害關係人之網絡互動關係,將實際出現之利害關係人進行分類後,瞭解非人類利害關係人是否會影響人類利害關係人之重要性。
結果顯示,本研究印證可透過行動者網絡利害關係人理論瞭解中彰區域觀光聯盟發展中彰觀光圈之策略脈絡,藉由轉譯程序分析各個人類、非人類利害關係人相互影響之關係進而建構異質性之中彰觀光圈網絡,將過往國外仍「以人為主」之DMO研究提升至人與非人之互動層面,同時藉由行動者網絡利害關係人理論可以發現如資金、中彰目的地觀光資源等非人類利害關係人影響中彰觀光圈網絡發展,亦得證非人類利害關係人透過行動者網絡之轉譯程序,將原本僅具有權力性之利害關係人轉變為能實際影響網絡之利害關係人,最後本研究亦總結出旅遊目的地行銷組織於觀光產業中被期待之八大角色與功能,提供台灣DMO未來發展方向。

"Destinations" have become the largest brands in the tourism industry, and many countries are committed to achieving higher tourist satisfaction by understanding the needs, motivations and preferences of tourists in the target markets and by adapting their tourism products in destinations. The study is applied to the “Taichung-Changhua Area Association for Regional Tourism” DMO in Taiwan, which is still in preliminary stage, through the actor-networking stakeholder theory which is combines the concepts of the actor-network theory and stakeholder theory. Through the translation process of the actor-network theory to construct the network about Taichung-Changhua tourism zone, and understand the network interaction between non-human stakeholders and human stakeholders. After categorization the actual stakeholders, understanding will non-human stakeholders influence the importance of human stakeholders.
According to the results, the study analyzes the strategic context about the “Taichung-Changhua Area Association for Regional Tourism” development the tourism zone through the actor-networking stakeholder theory. Through the translation process, the interaction between human stakeholders and non-human stakeholders is analyzed to construct a heterogeneous network of Taichung-Changhua tourism zone. Elevating past DMO research abroad to the level of human-non-human interaction. At the same time, through the actor-networking stakeholder theory, it can be found that non-human stakeholders such as funds, tourism resources of Taichung-Changhua and other non-human stakeholders influence the development of the network about Taichung-Changhua tourism zone. The study also proves that non-human stakeholders can transform stakeholders who were originally only power into stakeholders who can actually influence the network through the translation process of the actor-network theory. Finally, the study also summarizes the eight roles and functions of destination marketing organizations that are expected by the tourism industry, providing the development direction of Taiwan's DMOs in the future.

中文摘要 I
Abstract II
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究內容與流程 7
第四節 名詞釋義 9
第貳章 文獻回顧 11
第一節 旅遊目的地行銷組織 11
一、旅遊目的地行銷組織之起源與概念 11
二、旅遊目的地行銷組織之功能 17
三、旅遊目的地行銷組織之相關研究 19
四、小結 22
第二節 行動者網絡利害關係人理論 23
一、利害關係人理論 23
(一)利害關係人理論之起源與概念 23
(二)利害關係人理論識別與分類 25
(三)利害關係人理論與旅遊目的地行銷組織之相關研究 27
二、行動者網絡理論 33
(一)行動者網絡理論之起源與概念 33
(二)行動者網絡理論轉譯過程 34
(三)行動者網絡理論與旅遊目的地之相關研究 37
三、行動者網絡理論與利害關係人理論之整合 43
四、小結 49
第參章 研究方法 50
第一節 研究概念 50
第二節 個案研究 51
第三節 資料蒐集方法 52
一、文獻分析法 52
二、半結構式深度訪談法 52
第四節 研究範圍與對象 54
第五節 訪談手冊與前測 61
第六節 資料分析方法 65
一、資料編碼 65
二、三角檢證法 65
第肆章 研究結果與分析 67
第一節 中彰觀光圈網絡之建構過程 67
一、「問題化」過程之發現 67
二、「設立強制通行點」過程之發現 72
三、「利益化」過程之發現 75
四、「徵召」過程之發現 79
五、「動員」過程之發現 83
六、「異議」過程之發現 105
七、建議 119
第二節 中彰觀光圈網絡利害關係人類型分析 127
一、人類及非人類利害關係人類型分類依據 127
二、各類型之非人類利害關係人分析 128
三、各類型之人類利害關係人分析 134
第伍章 結論與建議 139
第一節 研究結論 139
一、行動者網絡利害關係人理論應用於DMO之適用性 139
二、行動者網絡利害關係人理論運作結果與發現 140
三、中彰區域觀光聯盟被期待之角色與功能 142
第二節 研究限制與未來研究建議 147
一、 研究限制 147
二、未來研究建議 147
參考文獻 148
中文文獻 148
英文文獻 149
附錄一 訪談手冊 168
附錄二 訪談同意書 170

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