「互聯網＋」觀光產業發展策略之研究-以探討尼加拉瓜觀光產業網路採用影響因子為例

Abstract

對許多已開發國家和發展中國家來說，觀光業不僅是重要的外匯來源，也是創造更多就業機會和吸引更多外國投資的來源，因此是經濟發展和脫貧的關鍵產業。在過去十年裡，尼加拉瓜漸漸成為觀光目的地，並提高其在國際旅客中的知名度，觀光業所創造的產值現已超過咖啡、肉類和海鮮，且扮演了國內經濟中的主要角色之一。然而，這項研究基於SWOT分析發現，觀光業的發展和在國際市場上的推廣存在幾個問題。其中包括：低品質的基礎設施、低品質的服務、缺乏正確的行銷策略、推廣觀光業的預算不足、缺乏多樣化。這項研究回顧了關於互聯網+的文獻和影響互聯網採用的因素。許多已開發國家和發展中國家多年來一直在觀光業採用資訊通訊技術（特別是互聯網），這種趨勢透過減少訊息不對稱、提高勞動生產率、提高資源使用率，進而改變了人們的旅遊方式、改變了商業模式和創造了更具競爭力的市場。另一方面，這種技術在尼加拉瓜普及率不高，本研究探討出在尼加拉瓜影響互聯網採用的因素，包括：低水平的經濟發展、低互聯網普及率、低科技意識、低教育水平、缺乏技術人才、數位素養水平低。這項研究為尼加拉瓜觀光業使用互聯網技術提供了建議。For many developed and developing countries, tourism is not only an important source of foreign exchange, but also a source to create more jobs and attract more foreign investment, thus being a key sector to economic development and reduction of poverty. In the last ten years, Nicaragua has been emerging as a tourist destination and becoming well-known among international tourists, tourism’s business volume has now surpassed that of coffee, meat and seafood, becoming one of the major players in national economy. Nevertheless, this research based on a SWOT analysis found that there are several problems for the development of tourism and its promotion in international markets. They include: low-quality infrastructure, low-quality service, lack of a right marketing strategy, insufficient budget for promoting tourism and lack of diversification. This research reviews the literature about Internet plus and the factors affecting Internet adoption. Many developed and developing countries have been adopting IT technologies (especially the Internet) in the tourism industry for many years, such trend has revolutionized the way people travel by reducing the information asymmetry, improving labor productivity, enhancing resources’ use efficiency, resulting in new business models and creating a more competitive market. On the other hand, such technologies are not commonly used in Nicaragua, this research identifies the factors affecting the adoption of the Internet, including: low level economic development, low Internet penetration, low-level of awareness for new technologies, low level of education, shortage of qualified personnel, low level of digital literacy. This research also provides suggestions for the implementation of the Internet in Nicaragua’s tourism industry.