新冠疫情下我國會展產業之數位轉型：以會議及會展科技業為例

The Digital Transformation of the MICE Industry during the Covid-19 Period

本研究以會展中的會議業及會展科技業為研究對象，以深度訪談法瞭解會展業者近年來在面對新冠疫情時，會展產業受疫情影響程度和數位轉型對策，以及預期未來發展。
會展產業是帶動國家經濟產值的產業之一，成為全球經濟和現代產業發展的新亮點，其發展規模與影響程度已成為衡量國家競爭力的重要指標。而自2020年初起，新冠疫情挑戰了人類的思維、生活和工作方式，而新常態下的會展活動大部分將是虛實混合的活動。因此，會展主辦者需為此種新的型式做好準備，打造合適環境；換言之，愈能提供參加者更佳的與會或參展體驗，就愈能取得商機。特別是會展業者如何建立數位轉型升級對策，朝科技化及數位化發展實為重要課題。因此，本研究欲從數位轉型的角度切入，探究目前會展產業如何面對疫情下的挑戰及升級。

This paper aims to study the MICE industry during the Covid-19 period, and uses in-depth interview to understand the extent to which the industry is affected by the epidemic, its digital transformation strategies, and the expected developments.
The developments and influences of the MICE industry have become important indicators of national competitiveness. Since 2020, people’s thinking, living and working styles are impacted by the epidemic, and most of the MICE activities under the new normal will be hybrid events. Therefore, organizers need to be well-prepare and create a suitable environment; in other words, the more they provide participants with a better experiences, the more business opportunities they obtain. In short, the digital transformation and upgrading strategies of the MICE industry are important issues. Hence, this study intends to explore how the current MICE industry faces the challenges and upgrades during the epidemic.