觀光政策研究 - 從DMO到DMC營運模式之探討

Abstract

《Taiwan Tourism 2030 台灣觀光政策白皮書》(2020)匯聚了產官學界的共識，提出一套包含長期策略和承諾的觀光發展藍圖。其中以建構台灣區域觀光版圖及推動旅遊目的地品牌行銷的觀光圈區域聯盟政策，特別受到業界的重視。然而，這些政策在實施過程中，出現了不連貫、模糊不清、及執行不力等問題，引發業界對未來政策成效的擔憂。 本研究深入探討旅遊目的地行銷管理組織 (DMO) 與旅遊目的地管理公司 (DMC) 在地區旅遊發展中的角色、現況及挑戰，借鑒國際成功案例，提出針對台灣情境調整之DMO策略建議。研究強調，即使政府政策延滯，民間仍應有效整合利害關係人，持續推動地方觀光業的發展。透過分析DMO與 DMC 的發展歷程，揭示台灣在旅遊產品創新、市場行銷及資源整合方面之不足，特別在資金支持機制、數據蒐集整合、及可持續性旅遊發展策略等領域，都須要進行深度調整及優化。 本研究建議政府應制定相關法規與政策，積極引導建立有效的政府與民間合作機制，使區域觀光聯盟運作常態化。此外，政府應促進蒐集觀光相關數據標準一致性，並透過數位科技，提升觀光市場分析和品牌行銷的精準度。研究並提倡創立社會企業型DMC與區域聯盟合作，透過創新的運作模式，結合社會責任與商業目標，以支持政府輔導及民間主導的DMO策略，開創台灣觀光業可持續發展的新途徑。

The "Taiwan Tourism 2030 Policy White Paper," published in 2020, gathered perspectives from industry, government, and academia, presenting a comprehensive blueprint for tourism development with long-term strategies and commitments. Its focus on constructing Taiwan's regional tourism landscape and promoting destination brand marketing through regional tourism alliances drew the attention of related industries. However, implementing these policies faced issues such as inconsistency, ambiguity, and ineffective execution, raising concerns about the future effectiveness of these policies. The roles, current situations, and challenges of Destination Marketing/Management Organizations (DMO) and Destination Management Companies (DMC) in regional tourism development are examined. The study proposed DMO strategies tailored to Taiwan's context by drawing on successful international examples. The research emphasized the importance of the private sector's role in effectively integrating stakeholders and enhancing local tourism development despite the delays of government policy adjustments. In addition, through an analysis of the development trajectories of DMOs and DMCs, the following shortcomings are discussed: insufficient innovative tourism products, ineffective marketing, and disjointed resource integration. Funding mechanisms, data collection integration, and sustainable tourism development strategies should also be improved. The study recommends that the government establish relevant laws and policies to guide the formation of effective public-private partnerships and normalize the operation of regional tourism alliances. Additionally, the government should enhance the consistency of data standards, using digital technology to improve the precision of tourism market analysis and brand marketing. The study advocates for creating social enterprise-type DMCs in cooperation with government-led and private-driven DMO strategies, combining social responsibilities and business objectives, and new paths for the sustainable development of Taiwan's tourism industry.