摘要
休閒觀光業是目前最熱門的產業之一，也是增長快速的全球性產業，它為許多國家帶來重要的收入及經濟發展。由於國人所得較過去增加、更因週休二日使得國人旅遊頻率增加及費用亦增加，而民眾從事旅遊可以由旅遊頻率與旅遊費用兩大方面來考量，若可瞭解影響國人旅遊頻率與旅遊費用之因素，將有助政府機關增加觀光收入。有鑑於目前文獻較多著重於市場區隔，較少著墨於國人長期旅遊頻率與旅遊費用趨勢研究，，因此本論文將探討影響民眾長期旅遊頻率與旅遊費用之因素。 本研究之資料來源為行政院交通部觀光局 「 2005 年至 2010 年國人旅遊狀況調查」，主要針對台灣 12 歲以上有從事國內旅遊之民眾為研究對象，本研究利用長期資料廣義線性模型與一般線性模型來分析 12 歲以上有從事國內旅遊之民眾旅遊次數與旅遊費用之改變與哪些因素有關。 本研究發現同時影響旅遊次數與旅遊平均費用之重要因素為年齡、年度與年齡交互作用項、教育程度、職業、婚姻狀況、居住地區、季別與居住地區交互作用項、年度與居住地區交互作用項、旅遊地區、年度與旅遊地區交互作用項、旅遊日期、年度與旅遊日期、平均每旅次旅遊天數、旅遊目的、季別與旅遊目的交互作用項、旅遊方式、年度與旅遊方式交互作用項、旅遊交通工具、平均每旅次旅遊同伴人數、選擇旅遊地點考慮因素、年度與選擇旅遊地點考慮因素交互作用項、旅遊資訊來源、年度與旅遊資訊來源交互作用項、從事的遊憩活動。 僅影響旅遊次數之重要因素為季別與年齡的交互作用項。 僅影響旅遊平均費用之重要因素為年度、性別、季別與婚姻狀況交互作用項、個人月收入、季別與旅遊地區交互作用項、季別與旅遊日期交互作用項、季別與平均每旅次旅遊天數交互作用項、年度與平均每旅次旅遊天數交互作用項、季別與旅遊交通工具交互作用項、年度與旅遊交通工具交互作用項、年度與平均每旅次旅遊同伴人數交互作用項、季別與選擇旅遊地點考慮因素交互作用項、季別與旅遊資訊來源、季別與從事的遊憩活動交互作用項。 國內旅遊市場的組成結構主要為20 – 59 歲的青壯年人口層，這族群不僅旅遊次數頻繁且花費多，但更值得注意的是，年紀 60 歲以上之銀髮族其旅遊一次的比例及平均旅遊費用逐年增加，而已婚者旅遊次數頻繁且平均旅遊費用增加，顯示銀髮族及家庭旅遊之旅遊市場逐漸發展；建議可以推出適合銀髮族、家庭的休閒行程。由親友推薦或旅遊資訊來自親友推薦、大眾媒體皆呈現旅遊頻率與旅遊平均費用增加，顯示口碑推薦有助於旅遊發展。最後，要使遊客重遊意願提高，在動機上不能以觀光度假為名義，因從觀光度假為目的來看，雖會促使旅遊頻率增加但卻會使旅遊費用減少。本研究的研究結果將有助政府單位或旅行業者未來規劃旅遊行程及行銷。
並列摘要
Tourism industry is one of the most popular and the fastest growing global industries. Tourism provides important incomes and economic impetus to many countries. Due to the increasing national income and the weekend policy, the frequency of domestic traveling and traveling spending have increased steadily. To improve the income from tourism for the government, it is important to understand the potential influential factors associated with traveling plans, which are measured in terms of the frequency of domestic traveling and traveling spending. However, many studies have focused only on the market segmentation of the domestic tourism. Fewer insight studies address the issues This study used the ‘2005 to 2010 Survey of Travel by ROC Citizens” data provided by the Tourism Bureau, R.O.C. This research focused on the tourist of all R.O.C. citizens who were 12 years or older. The general and generalized linear model for longitudinal data are used to assess the change over time between the traveling cost and frequency of the domestic traveling with potential influential factors. The outcomes of this study were as following. The demographics influenced simultaneously both traveling frequency and traveling spending include the main effect as age, education, career, marital state, living region and interaction term about year as age, living region, and interaction term about quarter as living region. Furthermore, factors related to the traveling variables include the main effect as region visited, the average trip duration per visit, the number of traveling days, traveling purposes, types of travel, the major transportation, the average number of companions per visit, reasons for trip, information source, major activities and interaction term about year as region visited, the number of traveling days, types of travel, reasons for trip, information source and interaction term about quarter as traveling purposes. The interaction between age and quarter only affected traveling frequency. Year only affected traveling spending, besides the demographics only influenced traveling spending include the main effect as gender, personal income and interaction term about year as the average trip duration per visit, the major transportation and interaction term about quarter as marital state, region visited, the number of traveling days, the average trip duration per visit, the major transportation, the average number of companions per visit, reasons for trip, information source, major activities. Population who are between 20 to 59 years of age are the majority of the domestic tourism market. They not only travel more, but also spend more. Seniors who are aged 60 years old or more show an increasing trend in the frequency of travels and traveling cost. Furthermore, married people are willing to travel and spend more. It means the traveling market for senior citizens and families is developing gradually. Furthermore, many people would obtain their travelling information from media, friends and relatives. In turn, good qualities in domestic tourism would bring more tourists. Finally, when the purpose of travelling is to relax and do sightseeing, the frequency of revisiting would increase but the travelling expense would reduce. All the preceding finds would provide good recommendation when promoting the tour and design the traveling plan in the future.