旅行業旅遊產品創新之研究-以陸客來台自由行為例

臺灣政府在民國一百年六月開放「大陸居民赴臺自由行」。陸客赴臺自由行之主要目的，以觀光旅遊、商務、探親、醫療美容幾大項目為主。根據研究指出，來過臺灣自由行的大陸遊客，超過九成以上都有重遊臺灣的意願，如何持續吸引陸客願意再次造訪，唯一的方式就是不斷創新旅遊產品。本研究採取質性研究法，訪問目前業界接待陸客團的旅行社業者與導遊共十位，研究指出，自由行在現行政策上會受到限制與市場待改善的問題。並找出適合陸客來臺自由行的幾項創新行程。一、本研究發現陸客來臺自由行在政策上有不合理限制：（1）應放寬停留天數。（2）應放寬入臺目的。（3）應開放更多自由行來臺城市。（4）兩岸應互設官方辦事處。二、本研究發現陸客來臺自由行待改善的問題：（1）保險範圍與醫療費賴帳問題。（2）本地違法車輛及租賃業者問題。（3）大陸業者誇大旅遊產品內容問題。三、本研究討論出推薦給自由行陸客的創新行程分為五大項：（1）宗教活動之旅。（2）民俗節慶之旅。（3）命理學習之旅。（4）野外活動體驗。（5）戶外運動競賽。

關鍵字

旅行業；旅遊產品；陸客；自由行；創新

並列摘要

The Taiwan government lunched the " Free and Independent Traveler(FIT) from mainland China to Taiwan” activity in June 2011. The purposes for FIT traveling to Taiwan mainly are tourism, business, visiting relatives and medical beauty. According to the studies, more than 90% of the FIT who had trips to Taiwan have the wiliness to revisit Taiwan. Continuously innovating the tourism is the only way to attract mainland tourists’ willing to visit again. In this study, a qualitative study was conducted by interviewing 10 of the travel agencies and tour guides who have the service for the mainland China tourists . The study pointed out that the FIT will be limited by the current policy and the necessary improvements of the market, and it found a number of innovative travel plans that are suitable for the FIT to visit Taiwan. 1. The study found that the policies of the “mainland residents go travel to Taiwan” activity are with unreasonable limitation: (a) The period of stay should be extended. (b) The purpose of entry should be broadened. (c) More cities in mainland China should be allow for the FIT visit Taiwan. (d) Official offices should be set up on both mainland China and Taiwan. 2. The study found that some necessary improvements have to be done for the visit of mainland travelers: (a) Issues in insurance coverage and bilking problems in medical expenses. (b) Local illegal vehicles and leasing industry issues. (c) The issues that mainland tourism tends to exaggerate the content of tourism products. 3. Five categories of innovative travel plans are discussed and recommend to mainland travelers in the study: (a) Religious activities trip. (b) Folk festivals. (c) Journeyof numerologyearning. (d) Field experience. (e) Outdoor sports competition.