| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 95 === Under the situation of not destroying the natural environment,
Ecotourism help tourists to enjoy the diversity of recreation patterns and
respect the local culture to make tourism with sustainable development.
Therefore, how to use different strategies to create and manage successful
advantageous position is the future direction for Ecotourism industry.
Thus, this study uses domestic Ecotourism industry as a range and aim at
Ecotourism industry characteristics and profiles of industry as research
base to go deep into its key success factor which impacts its competitive
advantage.
The study first uses the concept of the value chain proposed by
Porter (1985) to develop into dimensions indicators, takes Fuzzy Delphi
Method and Fuzzy Analytic Hierarchy Process (FAHP) as a research
analytic method, and use purposive sampling method to select survey
objects of questionnaire to gradually analyze the relations of magnitude
between various dimensions and assessment criteria and find out" the key
success factor of the competitive advantages of Ecotourism industry.
The results showed that after the expert analysis of the questionnaire
of the first stage of Fuzzy Delphi Method, I extracted "local resources,"
"marketing activities," "the cultivation of service system and the concept
of behavior," "human resources," "products or technology research and
development," and "infrastructure and management" six elements of the
assessment, and I selected 21 guidelines for the assessment with expert
consensus as the hierarchy structure of the expert questionnaire of the
second stage of FAHP. And then through the second stage of FAHP to
extract " the attractiveness of humanities and landscape resources," "the
abilities of activity arrangements and journey design," "the diversity of
human and landscape resources," "the experience of human and natural
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resources," "the whole image and reputation of the environment," and
"participation and identification of the residents" 6 elements to be the key
success factor of the competitive advantages of Ecotourism industry.
Finally, I aimed at the key success factor of the competitive
advantages of domestic Ecotourism industry to develop the strategy of
industry development. I hope the results of this study can provide careful
reference and guide for the future developing of Ecotourism industry to
help the developing and maintain sustainable competitive advantages.
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