跟團旅遊與首次訪客對東南亞旅客來臺消費之影響

旅行社的配套服務是許多外國旅客出遊時會考慮的一樣因素，購買旅行社服務可以降低外國旅客在規劃旅行行程時的時間成本。旅行社服務的價格也會顯示出該行程的品質。但由於近年來因為新南向政策的發展，使得東南亞地區的旅客大量進入臺灣觀光市場。也因為網路越來越發達，使得旅客可以更輕易從網路上得到更多相關的旅遊資訊，降低了搜索成本與時間成本，因此部分旅客更傾向於自由行，即自己安排自己的行程，不受旅行團的限制，可以更加自由，消費方式也會有所不同。臺灣在國際觀光市場上佔據了很大的一席，來臺的東南亞旅客也日益漸增，首次來臺的東南亞旅客和回頭客之間在過去人們的認知上可能也會有不同的消費方式。過去因為網路不發達，很難得到旅遊地相關的資訊，導致部分旅客會根據價格來判斷品質，覺得價格越貴品質越好，也因為東南亞旅客語言不通的關係，因此許多首次來臺的東南亞旅客可能會受到惡意的價格矇騙，但因為網路越來越發達，旅客間也會透過不同的社交網站分享旅行心得，使得首次來臺的東南亞旅客可以更容易判斷哪些是物廉價美的商品及購物地點。本文研究透過分析新南向18國中的新加坡，馬來西亞，印尼，菲律賓，泰國與越南這六個國家的來臺旅客調查，發現購買旅行社服務對這些東南亞旅客的消費總支出有顯著性的差異，根據分位迴歸的估計結果，所有國家的旅客旅行總支出都會因為購買旅行社配套而下降。但在高分位多數皆為不顯著，這與Chen and Chang（2012）的估計結果相同，代表高消費族群可能在意的並不是節省。首次來臺的東南亞旅客與回頭客之間的差異反而較不明顯，大部分迴歸結果均顯示為不顯著，可能的原因是在於如今網絡資訊越來越發達，旅客搜索到資訊的成本越來越低，許多旅客也都會在網上分享他們的旅遊心得及部分注意事項，這導致首次來臺及觀光客之間的差異越來越不顯著。

關鍵字

旅遊支出；旅行社配套；首次到訪

並列摘要

One of the factors that tourist will be consider when travelling is travel agent. Travel agent can reduce the time cost of planning a trip. Usually the price of the travel agency reflects its quality. The implementation of New Southbound Policy had been lead to a huge influx of Southeast Asian tourists into Taiwan’s tourism market. Since the internet is getting more developed, tourist can get more relevant information through Internet, it reduced the search cost and time cost of travelers. Therefore, some travelers tend to choose backpacking because everything will be going well with you. It is more convenient in most basic form and that freedom is one of the main elements that backpackers enjoy. Tourism in Taiwan is one of the major industries and contributor to the economy of Taiwan, the number of Southeast Asian tourists coming to Taiwan is increasing. People from Southeast Asia who are coming to Taiwan for the first time and repeat may have different ways of spending in the past. Due to the underdeveloped Internet in the past, it was difficult to get information about tourist destinations, which caused some travelers hard to judge the quality based on the price. In addition, language barrier of Southeast Asian travelers who came Taiwan for the first time may be misled by deceptive pricing. However, as the development of the internet today is being shaped predominantly by instant, travelers will able to share their travel experience or information on different social media sites. It will be easier for others Southeast Asian travelers who come to Taiwan for the first time to determine which products and shopping location is cheap and cheerful. This study analyzes the survey of visitors who came to Taiwan from these six countries that was Singapore, Malaysia, Indonesia, Philippines, Thailand, and Vietnam. It is found that the travel agent has a significant difference in the total consumption expenditure of these Southeast Asian travelers. The quantile regression model suggest that travel agents contribute to lower total travel expenditure, but most of the high quintiles are not significant, this is the same as the estimated result of Chen and Chang (2012), which means that high-consumption groups may not care about savings. Meanwhile the difference between Southeast Asian tourists who came to Taiwan for the first time and repeat is less obvious, most of the regression results are shown as insignificant. The possible factors are as the development of the internet today is being shaped predominantly by instant, the cost for travelers to search for information is getting lower and lower, travelers will able to share their travel experience or information on different social media sites，This makes the difference of tourists who came to Taiwan for the first time and repeat is less obvious.