台灣同志族群之國外旅遊：動機及目的地

自觀光市場的角度，一個可支配餘額頗豐且經常旅遊的族群，似乎是有發展潛力的利基市場，尤其國外早在十多年前就有學、業界投入探究同志觀光旅遊。本研究以量化方式，探索台灣同志族群出國旅遊動機及其旅遊目的地。研究發現：一、同志族群旅遊，是觀光市場的新興指標；二、泰國、日本及大陸（含香港及澳門）為同志們最常造訪的旅遊目的地；三、「逃離現況」與「放鬆」為其出國旅遊動機；四、旅遊資訊來源為：旅行社、旅遊雜誌及網路；五、不同的社經背景與旅遊動機及目的地有顯著的差異；六、同志出國旅遊動機與目的地間有顯著的關聯。藉由本研究結果，提供業者在旅遊產品的設計及包裝、行銷方式及管道、旅遊資訊的提供及如何開發此一利基市場，提供初步的方向。

關鍵字

同志；同志空間；旅遊動機；旅遊目的地

並列摘要

Communities of people with a high level of disposable income and who often travel are a potential niche market for the tourism industry. Little research attention has been given to the gay and lesbian tourism market in Taiwan for the past decade, compared with what has been done in Europe and the United States. Quantitative methodology was used in this study in order to explore Taiwan's homosexual tourism market. The study findings were: 1. gay and lesbians' tourism market is a potential emerging market in Taiwan; 2. Thailand, Japan and China (including Hong Kong and Macao) are the top three frequent-travel destinations for the homosexuals; 3. Staying away from the current situations and relaxation are the two most important motivations for gays and lesbians to travel abroad; 4. Travel agencies, travel magazines and the Internet are the main sources for gays and lesbians to gather the travel information; 5. Different demographics and travel pattern on travel motivations and destinations are significantly different; 6. Travel motivations and destinations are statistically related. The study suggests that travel package design, marketing strategies and channels, and traveling information are good foci for the tourism industry in order to specifically target the gay and lesbian tourism market in Taiwan.