臺灣國際觀光推廣效益之分析：以東協四國為對象

Effectiveness Analysis of Taiwan's International Tourism Promotion: A Case Study on Four ASEAN Countries

蔡佳惠(Chia-Hui Tsai) ； 蔡尚悳(Shang-Te Tsai) ； 葉燉烟(Duen-Yian Yeh) ； 吳俊賢(Chun-Hien Wu) ； 林俊名(Chun-Ming Lin)

《環球科技人文學刊》 25期 (2020/02) Pp. 1-23

摘要

在國際觀光熱潮中，2014年來臺旅客有9,910,204人次，較2013年成長23.6%，而2014年國際觀光外匯收入，更高達146億美元。適逢新政府推廣南向政策，臺灣觀光正面臨轉型的挑戰，如何成功的吸引東協國家旅客來臺已成重要關鍵。本研究的目的在於以印尼、越南、泰國及菲律賓四個東協國家為研究對象，探究臺灣在此四國的國際觀光推廣效益，期能由研究結果提出具體建議，以提供對東協國家擬訂新的觀光推廣目標及觀光推廣計畫方案時之參考。本研究以4項評估目標、17項評估指標及6項計畫方案設計問卷，施測方式採立意抽樣，此四國各有50位民眾合計200位樣本，並採統計方法進行資料分析。所得研究發現包括：（一）臺灣國際觀光對東協四國推廣計畫計畫方案，以「網際網路行銷」計畫方案評價最高；（二）在觀光推廣目標效益達成程度上，泰國的認知最高，菲律賓的認知最低；（三）在觀光推廣計畫方案效益達成程度上，整體而言以泰國的認知最高，菲律賓的認知最低。依照統計分析結果，再以深度訪談的方式，邀請7位專家針對9個問題發表意見。最後，根據研究結果提出建議，希望可以提供政府及後續相關研究之參考。

關鍵字

國際觀光政策 ； 國際觀光推廣 ； 效益分析 ； 東協國家

並列摘要

In the international tourism boom in 2014, the number of visitors to Taiwan was 9,910,204, which results in a growth of 23.6%. The international tourism foreign exchange earnings were $14.6 billion. At the time of southward policy proposed by the Taiwan new government, how to successfully attract the tourists of ASEAN (Association of Southeast Asian Nations) countries visiting Taiwan becomes an important key for passing the transformation challenge of Taiwan tourism industry. The purpose of this study aimed at exploring the effectiveness of Taiwan's international tourism promotion on the ASEAN four countries, Indonesia, Vietnam, Thailand, and Philippines. In this study, the questionnaire consisting of four international tourism assessment objectives, 17 assessment indicators and 6 promotion programs was designed to gather data. A sample of 200 foreign visitors was composed by a purposive sampling. The statistical methods were used to analyze data. Research findings include: (1) ＂Internet Marketing＂ was the highest rating promotion program among six ones; (2) The effectiveness of Taiwan's international tourism promotion on Thailand was rated as the best, while the worst on Philippines; (3) The effectiveness of Taiwan's international promotion programs on Thailand was rated as the best, while the worst on Philippines. In accordance with the results of statistical analysis, an in-depth interview was conducted to search for the consensus on nine issues by seven experts. Finally, this study proposed several recommendations for reference.

並列關鍵字

International tourism policy ； international tourism promotion ； effectiveness analysis ； ASEAN countries