| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 107 === Theme parks in Taiwan are diverse and unique, yet there is only one theme
park of birds, Fonghuanggu Bird and Ecology Park, In order to let Taiwanese
people have more opportunities to know the birds, Jiujiufeng Lovely World is
currently under construction for the project, which has been planning that for many
years and just got the construction permit at the beginning of this year. With the
purpose of enhancing the awareness of animals and environmental protection for
Taiwanese people and to promote local tourism development, it is hoped that the
environmental education will be promoted through the park’s influence in the
future.
The present study realized the future plan and vision of Jiujiufeng Lovely
World after interviewing the founder, also got the design draft from the interview,
Then it proceed to collect the competitors’ information as references for
subsequent plans. After that, it utilized PEST and SWOT as tools to analyse the
external and internal environment of the park, and generated feasible strategies
through SWOT matrix afterwards. The results were provided as the basis for future
business planning of the park.
The analysis showed that Jiujiufeng Lovely World has eight advantages,
three disadvantages, six opportunities, and four threats. This study sorted out six
strategies for the park based on the contents of the SWOT matrix, also provided
the park relevant suggestions at the end to increase its competitiveness and to
achieve its sustainability goals.
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