影響消費者旅遊行為因素分析-以台灣為例

本研究以台灣在國內及國外旅遊相關表現為主軸，探討影響國人旅遊行為產生的可能原因。利用經濟學中的需求（Demand）與供給(Supply)的基本理論，並依據交通部觀光局2001~2019年統計國人在國內旅遊及國外旅遊總人次及總花費，計算出平均每人花費及需求價格彈性，以了解國人對於國內及國外旅遊價格的敏感度。並且為使更加客觀，加入各年份的國內生產毛額（GDP）及物價指數（CPI）進行迴歸分析，由迴歸係數(coef.值及t值)，驗證台灣人民對於國內外旅遊需求與相關因素之間的相互影響程度。同時也對照台灣人出國旅遊最喜歡造訪前三名國家人民的出國旅遊價格彈性，探討是否有相同結果及影響原因。同時從瑞士世界經濟論壇（WEF）每兩年提供的全球競爭力報告（TTCR）中的四大構面及十四項細部競爭力排名檢視台灣現行觀光旅遊政策是否適切。了解台灣於觀光產業的優劣勢，提升有利旅遊環境的條件，以符合全球旅遊永續經營趨勢。

關鍵字

旅遊；供給；需求；價格彈性；旅遊競爭力

並列摘要

This research focus on Taiwan's domestic and foreign tourism-related performance, and finds the possible reasons that affect the tourism behavior of Taiwanese. Research data based on the demand and supply in economics theories, and the statistics of the total number of people traveling domestically and abroad, and the total expenditure from 2001 to 2019 by the Tourism Bureau of the Ministry of Transport. It provides the average cost per person and the price elasticity demand to understand the sensitivity of Taiwanese to domestic and foreign travel prices. In order to make it more objective, add the gross domestic product (GDP) and price index (CPI) of each year for regression analysis, and from the regression coefficients (coef. value and t value) can verify the degree of mutual influence between Taiwanese people’s demand for domestic and foreign tourism and related. At the same time, the research compares the price elasticity of overseas travel of the people in the top three countries that Taiwanese travel abroad most like to visit and explores whether there are the same results as well. From the four aspects and 14 detailed competitiveness rankings in the Global Competitiveness Report (TTCR) provided by the Swiss World Economic Forum (WEF) twice yearly, we will examine whether Taiwan's current tourism policies are appropriate as result. Understanding advantages and disadvantages in the tourism industry of Taiwan, that can improve Taiwan tourism in order to comply with the sustainable development trend of global tourism.