台灣觀光發展：利益關係者觀點之研究

民國89年觀光列為台灣重點產業後，政府推動「二十一世紀臺灣發展觀光新戰略」並宣示以「全民心中有觀光」「共同建設國際化」出發；法令突破、體系整合，開創觀光發展新格局；發展本土生態三度空間的優質觀光新環境。民國90 年起全面實施周休二日，並訂定「國內旅遊發展方案」，民國91 年提出「挑戰 2008：國家發展重點計畫」，並將「觀光客倍增計畫」列為十項重點計畫之一。民國92年則提出發展臺灣為永續觀光的「綠色矽島」，達成 2008 年來臺旅客 500 萬人次之目標。民國93 年「觀光及運動休閒服務業發展綱領及行動計畫」訂定後，宣示當年為「臺灣觀光年」，落實執行各項活動及國內、外宣傳推廣濟建設計畫」，也提出「2015經濟發展願景第一階段三年（2007-2009衝刺計畫」與啟動「2008-2009旅行臺灣年」、「觀光拔尖計畫(2009-2015年)」與觀光拔尖領航方案(2009-2012年)。事實上，台灣於民國98年行政院開始重點規劃推動「六大新興產業」之一涵蓋「觀光」產業，交通部觀光局於98年至103年推動「觀光拔尖領航方案」以落實臺灣觀光產業蓬勃發展，「發展國際觀光，提升國內旅遊品質，增加外匯收入」為理念目標。民國100年配合建國100 年，規劃「旅行臺灣－感動一百」行動計畫；民國103年觀光局提出「Time for Taiwan 旅行臺灣就是現在」(2014)。本研究藉由利益關係者的深入訪談，以了解從民國89年觀光列為台灣重點產業後，推動單位、執行單位、使用族群以及未使用族群對於台灣觀光發展的國民旅遊、出境旅遊、入境旅遊產出與重大觀光政策了解程度以及感受程度整理、探討後提出建議與結論。

關鍵字

台灣觀光發展

並列摘要

After 2000 Taiwan proposes tourism as a key industry in Taiwan, the Government has promoted the "New Strategy for the Development of Sightseeing in Taiwan in the 21st Century" and proclaimed the theme of "Tourism is in the heart of the Taiwanese" and "The internationalization of Tourism Infrastructure and Facilities". The system of laws and regulations were broken to facilitate the tourism development of new pattern. It is to establish the development of local, ecological, and three-dimensional high-quality tourism environment. In year 2001, Taiwan has implemented the two-day off weekend and set the "Domestic Tourism Development Plan." One year later, Taiwan proposed “Challenge 2008-the National Development Priorities Plan” and listed “International Tourist Double Plan” as one of ten important plans. In year 2002 declared the Tourism Development of Taiwan as a sustainable sightseeing of the "green and technology island" to reach the goal of the 2008 year 5 million passengers per year. In 2004, the "Plan for the Development of Sightseeing and Sports and Leisure Services" and the Action Plan were enacted to announce the "Year of Tourism in Taiwan" with the implementation of the promotion of activities at home and abroad and the construction projects . The 2015 Economic Development Vision were set as the first three years including “2007-2009 sprint plan” and the launching of the “2008-2009 Travelling Taiwan Year”, “2009-2015 Tourism Top-notch Program “ , and “2009 – 2014 Tourism Top-notch Action.” In fact, Taiwan in year 2009 began to focus on planning to promote tourism as one of the "six new industries" in Taiwan. And The Tourism Bureau in year 2009-2014 was to promote Tourism Top-notch Action.” In addition, to implement the Taiwan tourism industry’s vigorous development, "the development of international tourism, enhancement of the quality of domestic tourism, and increase of foreign exchange earnings" were the goals of Taiwan tourism development. In year 2011, in memory of the People's Republic of China’s 100 year foundation, "Travel in Taiwan moved by one hundred destinations action plan " was performed in year 2011, and the "Time for Taiwan, travelling in Taiwan now" was proposed in year 2015. This study explores the national tourism, outbound tourism, and inbound tourism after the tourism development has been listed as one of important industries in Taiwan. The research was based on the in-depth interviews of stakeholders including organizations of tourism promotion and execution, tourists and potential tourists. It is to acquire those stakeholders’ understandings and feelings on major tourism policies, and propose recommendations and suggestions for better tourism development in the end.