本研究目的在於針對目前觀光局具有駐外單位之國家,包括日本、美國、新加坡、德國以及澳洲,進行來華旅客市場潛力之評估。由於市場潛力之評估,不僅需考慮量化指標,亦須考量質化因素,故本文採用質化與量化多準則評估法(Multicriteria Evaluation With Qualitative and Quantitative Data, MEQQD)進行評估研究;而準則間權重之求取則採層級分析法(Analytic Hierarchy Process, AHP)求取之。研究結果發現,「來華期間滿意度」、「臺灣對其之吸引力」、「再次造訪率」是專家及學者共同認定爲評估國際旅客來華潛力較重要的準則。評估結果以美國旅客市場潛力最大、日本次之,然後依序爲德國、澳洲,而以新加坡的市場潛力最小。
The purpose of this study is to evaluate the market potential of international travelers to Taiwan. Five countries are evaluated, including Japan Singapore America Germany and Australia. In this paper, MEQQD is need to evaluate the market potential and AHP to calculate the weight of each criteria, Finally, we found that American travelers' market potential is the largest, followed by Japan, Germany and Australia. Singapore travelers formed the smallest market potential.