基於混合多評準決策模式之都市與鄉村旅遊目的地競爭力分析

Competitiveness analysis of rural and urban tourist destinations based on the hybrid MCDM techniques

近年來城市與鄉村地區發展更融入觀光的元素，以居民與遊客的雙重思維重塑城鄉新風貌，因此本研究欲探究城市與鄉村地區發展的驅動力與瞭解目前城市與鄉村地區發展的現況，讓城市與鄉村地區發展的利益關係者(居民、遊客、旅居者與政府)能夠有機會重新審視城鄉的未來發展方向以及透過都市與鄉村旅遊目的地的發展重新找回城鄉新價值，本研究以文化保存、環境維持、經濟發展與社會意識之四個面向來建構都市與鄉村旅遊目的地之發展策略圖，運用混合多評準決策分析(Hybrid Multiple Criteria Decision Making, Hybrid MCDM)技術來進行城市與鄉村地區發展驅動力探究，該模式首先運用決策試驗與實驗評估法(Decision Making Trial and Evaluation Laboratory, DEMATEL)來建構都市與鄉村旅遊目的地之網路關聯圖(NetworkRelation Map, NRM)，其次運用主成份分析方法(Principal ComponentAnalysis, PCA)將準則依其屬性加以分類，接著再利用層級網路模式(Analytic Network Process, ANP)來找出準則之間的權重關係，並進一步運用VIKOR(Vlsekriterijumska Optimizacija I Kompromisno Resenje)方法來找出各個都市與鄉村旅遊目的地的優勢競爭力，本研究並以台灣南部幾個重要的都市與鄉村旅遊目的地來進行分析。透過研究結果可以找出各都市與鄉村旅遊目的地的競爭優勢，並藉由網路關聯圖分析來進一步擬定其城市與鄉村地區發展策略。希望藉由本研究可以提供城市與鄉村地區發展的利益關係者找出城鄉特色及協助找出自身都市與鄉村旅遊目的地的發展方向，成為下一波觀光城市與鄉村地區發展的新亮點。

The development of town and country increases more and more tourism elements recent years and integrates the viewpoints of residents and visitors to remodel the new style and features, this study tries to explore driving forces for the development of town and country. So that the stakeholders (residents, tourists, sojourners and government) will have the opportunity to re-examine the future for the development of tourist town and country and to rediscover new value oriented by the tourist urban and rural development. This study defines the evaluation system of driving forces (Cultural preservation, Environment sustentation, Economic development and Social consciousness) for tourist town and country based on the hybrid MCDM techniquesand the DEMATEL (Decision Making Trial and Evaluation Laboratory) is used to construct the Network Relationship Map (NRM) and the extended NRM. Principal Component Analysis (PCA) is applied to categorize criteria based on their properties. TheAnalytic Network Process (ANP) is used to determine the weights of the components and the VIKOR (Vlse kriterijumska Optimizacija I Kompromisno Resenje) is adopted to determine the competitive advantages. In this study, some tourist towns and tourist countries in southern Taiwan such as Tainan city, Kaohsiung city and Pingtung county were analyzed. Research findings are helpful for authorities understand the tourist competitive advantage for each location and draw up the urban and rural development strategies based on NRM (Network relation map). This study also proposes some new viewpoints to help stakeholders identify their features in tourism developmentand draw up new tourist highlights for new generation tourist urban and rural development.