日本銀髮族來台長宿休閒動機及滿意度之研究

日本逐漸有老年化的趨勢，加上日本與亞洲其他國家相比是高物價的國家，因此日本銀髮族退休後至海外開始其第二人生，主要考量的重點為到物價較日本低的國家，可以把退休金做更多元之運用。雖然台灣已經開始開發長宿休閒市場，但目前發展未如預期理想。此外對於觀光產業而言，因為銀髮族族群的生活需求與一般族群稍有不同，故台灣觀光產業或許可針對來台長宿休閒之日本銀髮族群提出和其他族群在行銷上的不同策略。台灣由於歷史與地理之背景，加上有許多觀光資源可吸引日本銀髮族，只要將現在台灣在長宿休閒發展的問題找出來，將會是台灣一個觀光發展的強力項目。因此本研究以「來台長宿休閒的日本銀髮族」為研究對象，研究目的為瞭解日本銀髮族對於長宿休閒生活的需求、台灣長宿休閒發展之優缺點以及解析日本銀髮族來台灣長宿休閒和一般短期觀光旅遊之動機及滿意度差別，將可以幫助台灣觀光產業日後的擴大及永續發展。研究結果顯示，來台灣長宿休閒之日本銀髮族的需求不外乎是有充足正確的生活資訊、便利的健康保險及適合長宿休閒的住宿設施等。台灣長宿休閒發展之優點可歸納為：環境因素、物價因素、知識探索因素及娛樂因素等，缺點則有衛生環境、交通環境及學習環境等方面。另外長宿休閒者比其一般短期旅客特別考量氣候、當地人情、治安環境、居住地及距離…等，故台灣觀光產業需要與一般短期旅客在行銷上的不同策略。依據研究結果，本研究對於台灣產官學界提出以下十項建議：產業界方面：一、台灣長宿休閒發展協會提供在台灣生活上需要的基本資訊；二、飯店業及民宿業者可加強發展適合長宿休閒的住宿設施；三、補教界可針對銀髮族群增加學習語言管道；四、民間保險業者可提供便利的健康保險、政府方面；五、日籍銀髮族長宿台灣資格簽證簡易化；六、改善台灣交通環境：包括人行道空間、公車定時定量化等；七、改善都市空氣品質；八、加強市場（夜市）的衛生環境；九、有計畫的行銷長宿休閒、學術界方面；十、跨領域的研究（如休閒＋醫療、休閒＋運動、休閒＋園藝、休閒＋藝術…等，創造多元的長宿體驗）、持續觀察台日間長宿休閒的消長、收集相關的意見建立資料庫、輔導民間有效地經營長宿事業、提供政府施政方針參考建議…等。

關鍵字

銀髮族；長宿休閒；動機；滿意度

並列摘要

The aging tendency in Japan is obvious. Compared with other countries in Asia, Japan is a country with high expense; therefore, many seniors begin their retired life overseas. Their major consideration is to live in a country with lower expense so that they can use their pension more effectively. Taiwan has developed a long-stay recreation market. But it is still far from success. On top of that, for tourism industry, the elder's life styles differ from the ordinary groups. Therefore, Taiwan may bring out several different marketing strategies focused on Japanese long-stay elders in comparison to other groups. Owing to its historical and geographical background, adding with the many sight-seeing resources to attract Japanese elders, Taiwan needs to locate the problems of the development of long-stay for further sightseeing development. This research uses long stay Japanese elders Taiwan as subjects. The author aims at: finding out the needs of Japanese elders for their long stay and recreation in Taiwan to help Taiwan for tourism expansion and ever-lasting development; and understanding the pros-and-cons in the development of long stay recreation of Taiwan to provide immediate issues. This will benefit the expansion and sustainable development of Taiwanese tourism industry. The results showed the needs of long stay Japanese elders in Taiwan are enough and accurate information, convenient health insurance, and suitable accommodation. The advantages on the development of long stay in Taiwan include environment factor, expense factor, knowledge exploration factor, and recreation factor. The disadvantages are hygiene, traffic, and living environment. Also, long stay tourists need special considerations on climate, local community, safety, living place, and distance. Therefore, Taiwan needs to develop different marketing strategies for long stay tourists and short-term visitors. The following ten recommendations are provided: to tourism industry, (1) Taiwan Long Stay Association needs to provide basic information for living in Taiwan, (2) Hotel and civil accommodation can develop suitable housing facilities for long stay, (3) cram schools can provide elders language classes, (4) insurance companies provide convenient health insurance services; to government, (5) to facilitate the visa procedure for Japanese elders, (6) to improve traffic condition: including pedestrian space, public transportation, (7) to improve air quality, (8) to improve the hygienic conditions of markets (night markets), (9) to effectively market long stay; to academic, (10) to do trans-filed researches, (such as recreation and medical treatment, recreation and sport, recreation and horticulture, recreation and art, etc, to create a lively long stay experience), to continuously monitor the development of long stay between Taiwan and Japan, to collect related information, to assist civil business owners in effective management of long stay business, and to consult government for related administrative recommendations.