博士 / 銘傳大學 / 企業管理學系 / 104 / International tourism market has been increasingly competitiveness, hence, encourage the role of national tourism organization (NTO) as critical tourism leaders increasingly importance for most of the countries. In order to enhance the national tourism benefits, NTOs have been aggressively adjusted their market strategy to meet the market needs and enhance international market competitiveness, particularly established the abroad offices in the critical or potential market, to increase the market share and penetration. Taiwan economy and the substantial size of its outbound market will attract increasing interest of NTOs worldwide. The purpose of this study is to explore the competitiveness of NTO abroad offices in Taiwan and identify the competitiveness criteria. This research employed focus group discussions method to collect the NTO abroad offices competitiveness criteria and develops a competitiveness model based on 5 criteria and 17 sub-criteria. Then, used analytic hierarchy process (AHP) model and Exper Choice 2000 software to calculate the weights of the criteria, and evaluated the competitiveness of different type NTO abroad offices in Taiwan. The findings showed that the criterion for increasing market competitiveness of NTO abroad offices was travel trade relationships, marketing, innovation, internet and services. Finally, the results showed that, on One-China Policy environment, outside independent offices was the most competitiveness, followed by in-house independent offices, in-house cooperative units, agency office and embassy and consulate offices. The proposed model of measurement competitiveness for NTO abroad offices provides a critical context to operate various types of NTO abroad offices in Taiwan.
| Identifer | oai:union.ndltd.org:TW/104MCU00121005 |
| Date | January 2016 |
| Creators | GOAY,YEOK-HOW, 倪一豪 |
| Contributors | LIN, CHIN-TSAI Ph. D., 林進財 博士 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 129 |
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