台灣主要入境旅遊客源市場之發展分析－中國客源市場

中國出境旅遊的快速增長，貢獻了亞太地區大量的出境客源，受到世界各國的重視。兩岸在雙向旅遊政策開放後，大陸旅客入境台灣旅遊曾歷經巨幅的增長，自此躍升為台灣入境旅遊市場中最主要的客源，在台灣的入境旅遊發展中佔有相當的市場規模。因此，希望透過對台灣最主要的客源市場加以探討，以了解開放兩岸雙向旅遊至今，中國客源市場入境台灣之發展變化情形。本研究採次級資料分析方法，透過時序性的蒐集開放以來的台灣官方統計數據，將次級資料系統性的分析，呈現大陸客源入境台灣旅旅遊之市場規模及發展變化情形，以了解大陸客源赴台灣旅遊市場的發展潛力。研究結果顯示大陸旅客入境台灣旅遊在政策上依循序漸進的開放模式，台灣政府也逐漸簡化大陸旅客入境申辦程序。在兩岸政治關係影響下，儘管近年來大陸客源的市場規模呈現下滑，大陸入境旅客仍然是最大宗的入境客源且大陸觀光團客之平均購物支出仍然高於全體。最後針對大陸客源市場之發展與台灣入境旅遊發展提出相關策略建議。

關鍵字

旅遊市場發展；入境旅遊；市場規模；中國客源；台灣

並列摘要

China has become the fastest growing outbound market in the world tourism market, and contributes the largest amount of outbound tourists from Asia and Pacific region. Countries world wide pay high attention to Chinese outbound tourism market. After the formal two-way traveling policy opened between Taiwan and China, Chinese tourists travel to Taiwan have undergone a dramatic growing. Since then, Chinese tourist market has been the major inbound tourism market in Taiwan. The Chinese tourist market remains the largest tourist market scale in the development of Taiwan's inbound tourism market. Thus, the study focus on the Chinese tourist market to profile the development of the major tourist source market. The study adopted the secondary data analysis mehtod by collecting time series data from the official institutions of Taiwan since Taiwan authorities lifted the ban on Chinese tourists travel to Taiwan. To comprehend the potential of developing the Chinese tourist source market, this study analyzed the second data to display the market share and development situation of this market. The results showd that the opening travel regulation was released gradually. The Taiwan government has also gradually simplified the application procedure for Chinese tourists to Taiwan. In spite of the market scale of the inbound market of Chinese source declined for the several years under the influence of changing political relationship between two-strait, the Chinese tourists market is still the largest inbound tourism market in Taiwan. The average shopping expense of per Chinese tourist is still higher than the average of per inbound tourist. Finally, the study proposed strategies for future development of the Chinese inbound tourist market and suggestions for development of the inbound tourism market in Taiwan.