| Summary: | 碩士 === 淡江大學 === 西班牙語文學系碩士班 === 106 === The economy in Spain has finally improved since 2015, its tourism industry has always been one of Spain''s major cultural and economic hubs. Their tourists have already reached 65 million in 2014, and it had increased to 82 million in 2017. The report of World Travel & Tourism Competitiveness ranked Spain as the most competitive tourism country in the world in 2015 and 2017.
First of all, this thesis will use the 14 pillars of the “World Travel and Tourism Competitiveness Annual Report, Index” as the research object, in order to analyze the key success factors of the growth of cultural tourism competitiveness in Spain, and prove that the uniqueness of cultural tourism will bring tourism attraction, as well as strength its competitiveness.
There are four main subindexes in the annual report, first, Enabling Environment, component of Business Environment, Safety and Security, Health and Hygiene, Human Resources and Labour Market, ICT Readiness; second, T&T Policy and Enabling Conditions, such as Prioritization of Travel & Tourism, International Openness, Price Competitiveness, Environmental sustainability; third, Infrastructure, include Air Transport Infrastructure, Ground and Port Infrastructure, Tourist Service Infrastructure; and last, Natural and Cultural Resources, include Natural Resources, Cultural Resources and Business Travel.
Secondly, Spain''s internal and external environment will be studied by the PEST analysis by using the above 14 key pillars. The culture and tourism industry can be regarded as a new type of tourism industry. The thesis will continue to study whether the Spain’s culture and tourism industry has emerged new forms of industry, as well as its developments, and transformation, and become a new model or sub-type of cultural tourism.
In the end, this article will discuss the current trends of the top-three-countries in the World Travel and Tourism Competitiveness Annual Report, with competitors of France(2nd) and Germany(3rd), by using SWOT analysis to find out the common points of Spain, France and Germany, in order to understand deeply of the current development opportunities and challenges that will face when developing and doing transformation of the cultural tourism industry in Spain, to make it stronger and more competitive in the world.
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