從泰國旅客的知覺觀點看台灣目的地意象與觀光吸引力

Destination Image and Tourism Attraction of Taiwan: From Thai Travelers Perceptive

黃家慶(HUANG CHIA-CHING)

指導教授 ： 賴佩均

國立屏東科技大學/管理學院/餐旅管理系/碩士(2022年)

https://doi.org/10.6346/NPUST202200030

摘要

自從2016年開始台灣透過新南向政策來緩解中國旅客人數下降的問題，並以放寬簽證限制來吸引新南向國家的旅客，泰國是新南向政策中最早受惠的免簽證試辦國家之一，然而台灣過去較少有關於泰國旅客的相關研究，由於目的地意象與觀光吸引力，是能夠理解旅客選擇目的地的重要因素，旅遊需求能夠瞭解旅客尚未被滿足的需求差距，若能夠加以釐清將有助於台灣的觀光旅遊發展，因此本研究主要的研究目的在探討泰國旅客對台灣的目的地意象、觀光吸引力與旅遊需求。研究設計採用質性研究的深度訪談法，以曾經造訪台灣的泰國旅客為研究對象，透過15位受訪者進行訪談資料的蒐集，以內容分析法進行資料分析。研究結果顯示，泰國旅客對台灣的目的地意象為食物味道清淡、景點內旅遊資源不豐富、景點距離遠，是個安全且距離泰國近的國家，日月潭是具有特色或獨特的景點，在台灣旅遊的心情或氣氛為快樂的。對於觀光吸引力之結果，顯示出泰國旅客主要被台灣的「可及性」與「成本」所吸引，也受到「自我提升」、「逃離」的推動而從事旅遊。旅遊需求的部分，泰國旅客描述台灣的「觀光設施」、「基礎設施」、「景點管理」與「跟團旅遊」部分，尚有需要改善未被滿足的需求，最後本研究將針對上述的研究結果，分別對政府單位、相關產業與學術界給予相關建議。

關鍵字

目的地意象 ； 觀光吸引力 ； 旅遊需求 ； 泰國旅客

並列摘要

Since 2016, Taiwan has applied a new southbound policy to mitigate the problem of declining Chinese mainland tourists arrivals and has relaxed visa requirements to attract tourists from new southbound countries. Thailand is one of the earliest visa-free pilot countries to benefit from the new southbound policy. However, in the past, there were few studies on Thai tourists in Taiwan. Since destination image and destination attractiveness are important factors to understand tourists’ choice of destination, tourism demand can fill the gap between the unmet needs of tourists. If it can be clarified, it will help Taiwan's tourism development. Therefore, the main research purpose of this study is to explore the destination image, destination attraction, and tourism demand of Thai tourists to Taiwan. The research design adopts an in-depth interview method of qualitative research, taking Thai tourists who have visited Taiwan as the study object, collecting interview data through 15 interviewees, and analyzing the data by content analysis. The research results show that Thai tourists' image of Taiwan's destination as the food tastes light, the tourist resources in the tourist attraction are not rich, and
the tourist attractions are far away. It is a safe and close country to Thailand. Sun Moon Lake is a distinctive or unique tourist attraction. The mood or atmosphere of traveling in Taiwan is happy. The result of destination attractiveness shows that Thai tourists are mainly attracted by Taiwan's "accessibility" and "cost", and are also driven by "self-improvement" and "escape" to engage in tourism. In the part of tourism demand, Thai tourists describe Taiwan’s “tourism facilities”, “infrastructure”, “tourist attraction management” and “escorted tours” there is a need to improve the unmet demand. Finally, this research will give relevant suggestions to government agencies, related industries, and academia based on the above-mentioned research results.

並列關鍵字

Destination image ； Tourism attraction ； Tourism demand ； Thai tourist

參考文獻

中文文獻

丁玲琍(2009)。民俗活動與文化觀光吸引力的創造－以雲嘉南王爺信仰活動為例〔未發表之碩士論文〕。國立嘉義大學管理學院碩士在職專班。https://hdl.handle.net/11296/dphr27

王鉦琪(2013)。遊憩資源及觀光吸引力對旅遊意願之影響－以新北投溫泉區為例〔未發表之碩士論文〕。龍華科技大學商學與管理研究所。https://hdl.handle.net/11296/z8x96y

王瑞璟(2008)。遺產地旅遊吸引力、旅遊意象與遊客重遊意願關係之研究〔未發表之碩士論文〕。亞洲大學休閒與遊憩管理學系碩士班。https://hdl.handle.net/11296/7yegjc

李右婷(2017)。旅遊服務中心之能見度與服務品質調查。東亞論壇，496，43-66。https://www.airitilibrary.com/Publication/alDetailedMesh?docid=18173675-201706-201710120014-201710120014-43-66