開放陸客來臺對於臺灣旅遊分散程度的影響

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文-休閒產業碩士班(停招) > Item 987654321/16938

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题名:	開放陸客來臺對於臺灣旅遊分散程度的影響
其它题名:	The Impact of Opening Policy for Chinese Tourists on the Dispersal of Taiwan Tourism
作者:	許勝林 Hsu, Sheng-Lin
貢獻者:	休閒產業經濟學系黃瓊玉;張鐸瀚 Chiung-Yu Huang;Duo-Han Zhang
关键词:	線性迴歸模型;分散率;旅客分散 linear regression model;dispersal ratio;traveler dispersal
日期:	2014
上传时间:	2014-11-19 17:15:47 (UTC+8)
摘要:	當今研究觀光旅遊的相關文獻眾多，但往往只著重在休閒期望、滿意度分析、旅遊市場分析、外滙收入的相關性、觀光競爭力、旅客的認知意象和旅遊動機等研究，甚少有關來臺國際旅客的旅遊動向和旅遊分散程度的研究，以及開放中國大陸旅客來臺觀光政策實施後，旅遊人數逐年增加所造成的影響。故本研究欲針對來臺國際旅客的旅遊分散程度進行探討，分析影響旅遊分散程度之決定因素，並進一步研究開放陸客來臺政策對旅遊分散程度之影響。　　本研究以來臺之國際旅客為研究對象，使用2006-2011年「來臺旅客消費及動向調查」資料為研究樣本。利用 STATA 統計軟體，進行旅客造訪旅遊景點次數的統計分析，再根據資料的敘述統計表及變數的次數表，透過線性迴歸模型進行實證。第一部份，採用線性迴歸模型探討國際旅客旅遊分散程度的大小與人口特徵之關係。第二部份，採用線性迴歸模型探討開放陸客來臺後對國際旅客的分散程度差異，以及相較於中國大陸旅客分散程度的大小。　　研究結果顯示，2008年政策開放後，旅客選擇到訪的景點不再集中於臺北市，同時各國旅客的旅遊分散程度皆變大，到臺灣旅遊皆更為分散，而除了亞洲其他地區、中東、美洲、非洲、大洋洲旅客分散程度差異與中國大陸旅客的分散程度差異影響不大之外，其他各國旅客的分散程度差異皆比中國大陸旅客大，其中以港、澳、新加坡、馬來西亞旅客受到開放中國大陸旅客來臺觀光政策影響最大。　　Many literature reviews of tourism were found in many studies nowadays. However, most of the studies emphasize on the leisure expectations, satisfaction analysis, tourism market analysis, correlation of foreign exchange earnings, tourism competitiveness, cognitive imagery and passenger travel motivation research. It is noticed that the studies of the travel and tourism trends in the degree of dispersion of Taiwan’s international travelers are not being explored as well as the impact of opening up the Chinese mainland tourists to visit Taiwan policy implementation due to the number of tourists increases every year. Thus, this study aims at exploring the degree of dispersion of tourism of Taiwan’s international travelers and analyzing the factors of the travel dispersion and further investigating the impact of the open policy toward mainland tourists to Taiwan's tourism degree of dispersion.　　The study subject was chosen from at Taiwan’s international travelers. The study sample was selected from the "Taiwan Visitors Expenditure and Trends Survey" in year 2006 to 2011. The STATA statistical software was used for statistical analysis of the number of travelers visiting tourist attractions and the linear regression model was testfied according to the information described in the number of tables and table variables. The first part, using a linear regression model to explore the relationship between the traveling dispersal degree of international travelers and the demographic characteristics. The second part, using a linear regression model to explore differences on the degree of international travelers’ dispersal after opening the policy of mainland tourists to Taiwan as well as the comparison on the size of Chinese mainland visitors’s dispersal rate.　　The results showed that travelers would no longer choose to visit Taipei city after the open policy in the year of 2008. Meanwhile, the degree of dispersion of tourist visitors from all countries is increased and is even dispersed in Taiwan. Except the rest of Asia, the Middle East, the Americas, Africa, Oceania, the impact has no significance on the travelers dispersal degree of the Chinese mainland visitors. Other countires have more significance travel dispersionrate than Chinese mainland visitors. The most significance impact is from the travelers in Hong Kong, Macao, Singapore, Malaysia , and mainland China, who have been influenced by the Taiwan’s open tourism policy for mainland China.
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