臺灣地區運動觀光發展之策略性分析

The Strategic Analysis of Sports Tourism in Taiwan

運動觀光在國外早已行之有年，而觀光在與運動結合之後，除得以提高吸引力與附加價值外，對整體產業之發展更可發揮綜效，創造效益之極大化。在國內，運動觀光發展也呈現相同的趨勢，每年眾多運動賽會的舉辦以及政府相關政策之導引，促使運動觀光為國人旅遊活動之新興選項。然而，適逢主關機關改組，相關政策逐步成形之際，時至運動觀光發展之重要時刻，該如何趁勢思考策略性分析，為本文論述之重點，故本文將採用經常使用之理論分析工具，一為外在環境之宏觀分析，包括政治（political）、經濟（economic）、社會（social）、科技（technological），簡稱PEST分析；二為訂定情報系統最常使用，包括優勢（Strengths）、劣勢（Weaknesses）、機會（Opportunities）、威脅（Threats），簡稱為SWOT分析等兩項策略性分析工具進行初探，希冀透過較全面的探討，得以提供未來產、官、學界在發展運動觀光策略性方針時，更完備的思考方向。

Sports tourism has developed outside Taiwan for a number of years. The combination of tourism with sports increases its attractiveness and adds greater value as an industry to achieve greater development synergy as well as to maximize the overall benefits. In Taiwan, the development of sports tourism shows a similar trend. The hosting of sports tournaments and related government policy initiatives has made sports tourism a new choice for leisure activities. The reorganization of official bodies involved in sports tourism provides the opportunity for the formation of new policies, meaning we are entering a crucial period in the development of the industry in Taiwan. This study focuses on the strategic advantages from these opportunities. We apply two commonly used analytical tools: 1. political, economic, social, and technological (PEST) analysis of macro-environmental factors; and 2. strengths, weaknesses, opportunities, and threats (SWOT) analysis. This approach provides the industry, government, and academia a basis for more comprehensive thinking on the development of the strategic direction for the sports tourism industry in Taiwan.