推動臺灣國際會議展覽關鍵成功因素之探討

Key Success Factors on Promoting the MICE in Taiwan

近年來會議展覽產業（MICE）對於國際貿易或是境內貿易而言，是促進多方經濟發展而形成的服務產業，其發展潛力和附加價值相當優異，且為相關業者所帶來的效益和產值深不可測，在會議展覽活動舉行的同時，不僅帶來這些實質的經濟利益，且在無形之中，大幅增進了主辦國家或城市在國際間的知名度，並衍生出其他相關產業後續之發展，2009年政府更將會議展覽服務業列為十大重點服務之一。本研究旨在瞭解會議展覽產業之意涵及臺灣國際會議展覽現況與未來發展，進而探討國內參展廠商對推動國際會議展覽的關鍵成功因素（KSF）。本研究採用問卷調查方式，以參加國際參展之臺灣廠商為主要研究對象。問卷發放方式大部分採紙本塡答，其次則採網路問卷方式寄給相關學者及展覽業者專家進行填寫。本研究共發出55份專家問卷，經回收整理後，其中有效樣本數為47份，回收率為85.45%。問卷結果使用層級分析法（AHP）分析臺灣國際會議展覽關鍵成功因素各項績效指標重要程度，以提供政府相關單位及參展廠商作為參考依據。本研究結果顯示，「會議展覽專業人員素質及服務水準」（16.10%）、「產品差異化」（14.90%）、「建置及管理會議展覽總入口網站」（11.70%）、「定期展後檢討」（10.20%）、「交通便捷」（6.80%）等五大因子較受專家學者們重視；而對於「推動綠色會議展覽」（0.40%）、「獎勵旅遊優惠措施」（0.40%）、「會議展覽場地環境」（0.40%）、「會議展覽相關法規」（0.30%）、「單一會議展覽服務窗口」（0.10%）等五項因子，專家重視程度相對較低。

In recent years, MICE (Meetings, Incentives, Conferences, and Exhibitions) of international and domestic trade have emerged as a service industry for promoting multi-economic development. This industry has proven its potential and add-in values with its offering unfathomable benefits and output to all of the exhibitors; with its prompting the hosting city and country to win their publicities; and with its deriving business opportunities to the related industries in the follow-up developments. Since 2009, our government has listed MICE into the top 10 most important services of Taiwan. This research aims at presenting the core values of the MICE industry as well as its current status and future development in Taiwan, to explore those critical factors in how to successfully promote MICE from Taiwan business participations. The research is based on the questionnaires surveys to the business exhibitors of international MICE in Taiwan. Survey conducted by questionnaires sheets in form of printed paper and emails (to the some MICE experts), among 55 send-out receiving 47 effective reply-backs, a total of 85.75% valid response rate. This study adopted the Hierarchy Process (AHP) method on the questionnaires from reply-backs to identify the priorities and rankings of key success factors (KSF) for the MICE industry. Research results of the survey are to provide a reference for government and business exhibitors of MICE. The results indicated that ‘the professional quality of the exhibitors and their services’ (16.10%) was the most important factor, followed by ‘diversities of the products’ (14.90%), ‘setting-up and managing a unified portal website for the event’ (11.70%),‘event regular reviews’ (10.20%), ‘traffic convenience’ (6.80%). In addition, ‘promotion of green MICE’ (0.40%), ‘visitor’s reward program’ (0.40%), ‘event environment and surroundings’(0.40%), ‘regulations on MICE’ (0.30%), and ‘unified service window for the event ‘ (0.10%) were not regarded as the critical factors for promoting MICE in Taiwan.