本研究旨在探討開放式創新商業模式在綜合渡假村（Integrated Resort, IR）中的應用與影響。旅遊經濟蓬勃發展之勢，同時也面臨日益激烈的市場競爭，IR作為一種新興的旅遊產業模式，面臨著持續創新和保持競爭力的挑戰。在此背景下，開放式創新為IR的發展提供了新的思路和機遇。

本研究運用質性研究方法，選取具有代表性的IR作為研究對象，透過深入的文獻探討和次級資料蒐集。運用新價值曲線和商業模式九宮格等分析工具，深入分析IR如何通過開放式創新塑造其價值主張，將商業模式由傳統Casino運營商轉型為IR。

研究結果顯示，IR採用開放式創新策略的有效地整合內外部資源，提高創新效率，提出更具吸引力的顧客體驗與服務。特別值得注意的是，IR在線下與線上遊戲融合的商業模式，不僅展現了其前瞻性的市場洞察，更體現了其在開放式創新方面的策略思維。通過與線上遊戲運營商合資成立新公司，IR成功引入外部專業人才和技術，實現了線上線下運營經驗的整合，創造了新的競爭優勢。

基於研究發現，本文統整出採用開放式創新的IR能夠更有效地整合內外資源，提高創新效率。此外，本研究還指出了未來研究方向，建議進一步探討開放式創新在不同文化背景下的應用差異，以及比較新興IR與成熟市場IR的商業模式發展方向。

本研究不僅填補了IR產業在開放式創新商業模式研究的學術空白，也為開放式創新理論在特定產業中的應用提供了實證支持。研究成果可為IR管理者制定創新策略提供參考，同時也為其他相關產業的創新實踐提供借鑒。然而，本研究也存在一些局限性，如個案研究的主觀性和推廣性限制等。未來研究可考慮採用多案例比較或混合研究方法，以增強研究結果的可靠性和普遍性。

This study aims to investigate the application and impact of Open Innovation Business Models in Integrated Resorts (IRs). With the rapid development of global tourism and intensifying market competition, IRs, as an emerging tourism industry model, face challenges in continuous innovation and maintaining competitiveness. In this context, open innovation provides new perspectives and opportunities for IR development.
Employing qualitative research methods, this study selects representative IRs as research subjects, conducting in-depth literature reviews and secondary data collection. Utilizing analytical tools such as the New Value Curve and the Business Model Canvas, the study thoroughly examines how IRs reshape their value propositions through open innovation, transforming their business models from traditional casino operators to IRs.
The research findings indicate that IRs adopting open innovation strategies effectively integrate internal and external resources, enhance innovation efficiency, and propose more attractive customer experiences and services. Notably, the business model that integrates offline and online gaming in IRs not only demonstrates foresight in market insight but also reflects strategic thinking in open innovation. By establishing joint ventures with online game operators, IRs successfully introduce external professional talents and technologies, achieving integration of online and offline operational experiences and creating new competitive advantages.
Based on the research findings, this paper synthesizes that IRs adopting open innovation can more effectively integrate internal and external resources and improve innovation efficiency. Furthermore, the study suggests future research directions, recommending further exploration of the application differences of open innovation in various cultural contexts, as well as comparing the business model development directions of emerging IRs with those in mature markets.
This research not only fills the academic gap in open innovation business model research for the IR industry but also provides empirical support for the application of open innovation theory in specific industries. The research outcomes offer references for IR managers in formulating innovation strategies and provide insights for innovation practices in other related industries. However, this study also has limitations, such as the subjectivity and generalizability constraints of case studies. Future research could consider employing multiple case comparisons or mixed research methods to enhance the reliability and generalizability of the results.

中文文獻

奧斯瓦爾德 (Osterwalder, Alexander), Yves) 比紐赫 (Pigneur, and 尤傳莉. 獲利世代 : 自己動手,畫出你的商業模式. 初版. 台北市: 早安財經文化, 2012. Print.

英文文獻

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Barnes Reports: (NAICS 72112): Casino Hotels Industry. United States Casino Hotels Industry Report, [s. l.], p. 1–196, 2022. Disponível em: https://search-ebscohost-com.nthulib-oc.nthu.edu.tw/login.aspx?direct=true&db=bth&AN=153094242&lang=zh-tw&site=ehost-live. Acesso em: 2 maio. 2024.

Barnes Reports: (NAICS 72112): Casino Hotels Industry. United States Casino Hotels Industry Report, [s. l.], p. 1–196, 2024. Disponível em: https://search-ebscohost-com.nthulib-oc.nthu.edu.tw/login.aspx?direct=true&db=bth&AN=173065899&lang=zh-tw&site=ehost-live. Acesso em: 2 maio. 2024.

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Chesbrough, Henry W. “The Era of Open Innovation.” MIT Sloan management review 44.3 (2003): 35-. Print.

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MarketLine Industry Profile: Casinos & Gaming in Global. Casinos & Gaming Industry Profile: Global, [s. l.], p. 1–43, 2020. Disponível em: https://search-ebscohost-com.nthuliboc.nthu.edu.tw/login.aspx?direct=true&db=bth&AN=149394729&lang=zh-tw&site=ehost-live. Acesso em: 18 abr. 2024.

MarketLine Industry Profile: Casinos & Gaming in Global. Casinos & Gaming Industry Profile: Global, [s. l.], p. 1–44, 2022. Disponível em: https://search-ebscohost-com.nthuliboc.nthu.edu.tw/login.aspx?direct=true&db=bth&AN=157052032&lang=zh-tw&site=ehost-live. Acesso em: 18 abr. 2024.

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MGM Resorts International: Responsibility versus Profitability by Won Yong Oh and Jinsuh Tark. Publication Date: October 18, 2021. Source: Ivey Publishing. https://store.hbr.org/product/mgm-resorts-international-responsibility-versus-profitability/w24930?sku=W24930-PDF-ENG