全面開放大陸旅客來臺對臺灣觀光旅館之衝擊

本篇論文目的，主要在探討全面開放大陸旅客赴臺後，對於臺灣地區觀光旅館在制定價格策略上，是否有明顯之變化。藉由特徵價格（Hedonic Pricing Method）理論為基礎，本文採用普通最小平方法（Ordinary Least Squares）及分量迴歸（Quantile Regression）來估計觀光旅館服務設施之特徵價格。特別是在臺灣地區的觀光旅館，對於全面開放大陸旅客後，所造成服務設施的特徵價格感到興趣。經由實證結果顯示出，大陸旅客的來訪，對於坐落在風景區的觀光旅館房價，有正的效果。以大陸旅客選擇旅館的角度而言，大多偏好低價位的觀光旅館；商務旅客，則偏好高價位的觀光旅館。然而，大多數的大陸旅客是屬於家庭主婦及退休人員。此外，大部份的大陸旅客分為兩大年齡族群：19歲以下（含19歲）與40歲以上（含40歲）。因此，在觀光旅館所提供遊憩設施上，游泳池的偏好優於健身房。

關鍵字

陸客；最小平方法；分量迴歸；觀光旅館

並列摘要

The purpose of this study is to examine whether a significant change occurs in Taiwanese hotels’ pricing strategies due to the opening tourism market to China tourists. Based on the theoretical model of Hedonic Pricing, I adopt the Ordinary Least Squares (OLS) and Quantile Regression (QR) to estimate the hedonic price of hotel facilities. In particular, I am interested in exploring the impact of China tourists on the hedonic price of facilities in Taiwanese hotels. The empirical results show that the China tourists’ visiting has a positive effect on the room price of hotels which located in the scenic area of Taiwan. In terms of the hotel choice of China tourists, most visitors live in the tourism hotels at the low price level while the business visitors prefer the tourism hotel at the high price level. However, most China tourists are housewives and retirees. Moreover, most China tourists belong to two age-groups: under 19 (include 19) and above 40 (include 40). Therefore, they prefer the tourism hotels with the swimming pool rather than the gym.