觀光作為國家的重點發展產業，政府將藉由觀光行銷計畫的推陳出新以提升
其觀光競爭力。台灣中央政府從2001 年到2010 年推出一連串的觀光行銷計畫，
從中可以發現觀光行銷計畫的內容出現一定程度的變遷，可是目前的研究很少針
對觀光行銷計畫的變遷進行探究。因此，本研究由政策變遷理論作為探討基礎，
試圖以學習的途徑解釋觀光行銷計畫的變遷，採用文件分析法和訪談法發現觀光
行銷計畫發生哪些重要變遷，以及造成變遷的因素為何，並透過組織學習與政策
學習理論分析學習在觀光行銷計畫的變遷中所扮演的角色。
經過資料的蒐集與分析之後，結論針對研究發現與研究發現的意涵進行討論，
並提出研究建議，包括：觀光局機關首長的領導為引發學習的關鍵因素，且促使
觀光局逐漸轉型為學習型組織；在變遷與學習的關係中，也發現機關內各單位與
階層之間出現不一致的改變程度，代表觀光局仍然需要更全面的學習。因此，未
來觀光局新的首長必須持續領導觀光局的學習，平衡機關內各單位與階層之間的
改變程度，並學習新的行銷趨勢，才能不斷產出更為出色的觀光行銷計畫。 / Because the tourism industry is one of the country’s important industries, government may improve and innovate on tourism marketing plans to increase tourism competitiveness of country. From 2001 to 2010, the central government in Taiwan promoted a series of tourism marketing plans, which can be found some changes in tourism marketing plans. However, the current study has few discussions on the changes of the tourism marketing plans. Therefore, this study counts on the policy change theory as the research basis, then tries to apply learning approach to explain the changes of the tourism marketing plans. The research methods of this study use document analysis and interviews to found what important changes in the tourism marketing plans, as well as found the factors that caused the changes. Besides,
through organizational learning and policy learning theory, this study analyses of the role of learning in the changes of the tourism marketing plans.
After the data collection and analysis, the conclusion of this study discusses the finding and the meaning of finding, raises some suggestions as well. For example, the leadership of the head of the Tourism Bureau was the key factor which leads to learning, and the head transformed the Tourism Bureau into a learning organization gradually; between the changes and learning, this study also found so inconsistent
degree of changes among the internal various units and levels that the Tourism Bureau still need for more comprehensive learning. Therefore, in order to continue producing even better tourism marketing plans, the new head of the Tourism Bureau must continue leading the Tourism Bureau to learn, balance the degree of changes among the internal various units and levels, and learn new marketing trend in the future.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098256001 |
| Creators | 葉孟靄, Yeh, Meng Ai |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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