中台灣遊客一日遊行程目的地選擇偏好之研究-以台北縣為例

The Study on the Middle Taiwan Tourists’ Preferences for the Destinations Selection of One-Day Tour:Taipei County as the Destination

郭昭斐(Kuo Chao-Fei)

指導教授 ： 羅鳳恩

亞洲大學/管理學院/國際企業學系碩士班/碩士(2008年)

摘要

隨著周休二日的實施，國人長假期也跟著縮減，近年資料顯示更多人選擇一日行程的旅遊，對休閒產業業者而言，了解遊客對其一日旅遊行程之目的地選擇徧好更顯重要。中部因位居台灣中部，中部民眾可以輕鬆時間在一日內往北遠至台北或基隆，往南遠至高雄或屏東，故中部民眾很適合於台灣從事一日遊之行程，為了廣泛開發國民旅遊市場，而北部範圍本大、且旅遊地點也多，為了能較精細的了解受訪者對各個旅遊點之旅遊目的地吸引力及其旅遊動機，故本研究僅以台北縣56個遊憩區進行研究調查，針對遊客一日旅遊目的地選擇偏好之探討。
本研究於民國九十七年三月二十日至四月三十日採簡單隨機抽樣方式對中部居民發放自填式問卷，共發出500份問卷，回收455份有效問卷，有效回收率為90%。研究結果與建議如下：
台北縣56個旅遊景點中發現遊客最想去的前五個景點為「九份/金瓜石」、「淡水漁人碼頭」、「淡水老街」、「野柳」、「白沙灣」等，若遊客無特殊需求，建議未來台北縣一日遊以以上五個景點為優先規劃地點。
從受訪者分析中了解，「可逛街，有許多好吃食物」、「適合與一般朋友前往」為所有年齡層受訪者前往最想去景點的相似「旅遊目的地吸引力」；雖然男女受訪者偏好各有不同，但一般假日旅遊動機以「和朋友培養感情」、「增進友誼」為主要選項，大多結伴而行，因此行程規劃不以性別為主要之市場區隔因子。
本研究中受訪者可以區分三個族群：因「20歲以下」前往最想去景點的「旅遊目的地吸引力」與其他年齡層不同點以「可逛街，有許多好玩遊戲」為主，故建議20歲以下的學生年輕族群以美食、好玩為主體規劃行程；「21~40歲以下」受訪者前往最想去景點的「旅遊目的地吸引力」與其他年齡層不同點以「屬自然環境」及「屬人文古蹟」，故21-40歲族群建議以美食、自然風景及歷史文化為主體規劃行程；「41歲以上」前往最想去景點的「旅遊目的地吸引力」與其他年齡層不同點以「屬自然環境」、「適合與子女前往」為主，故41歲以上的族群建議以美食、自然風景及親子活動為主體規劃行程。本研究結果可提供旅行業業者做遊程規劃之參考，而業者可針對該客層，做市場區隔，並做客制化的行規劃以符合市場需求。

關鍵字

一日遊 ； 旅遊目的地選擇徧好地點 ； 旅遊動機 ； 旅遊吸引力

並列摘要

Since the policy of two days off was enforced, the days of Taiwanese vacations were also reduced. The official data performed that more Taiwanese selected one-day tour recently. Therefore, to realize tourists’ preferences for the destinations selection of one-day tours becomes more important for the travel agencies. Because Middle Taiwan locates in the middle of Taiwan, it is easy for Middle Taiwan residents to Taipei, Keelung, Kaohsiung or Pingtung within one day. Therefore, one-day tour is suitable for Middle Taiwan residents. Since the area of North Taiwan is big enough, the objective of this research was to study tourists’ preferences for the destinations selection of one-day tour, and the attractions of each destination, and tourists’ motivations. Fifty-six sceneries were chosen to the questionnaire of this study as destinations selection at Taipei County.
Five hundred people were selected in this cross-sectional, descriptive study by using a structured questionnaire. Four hundred and fifty-five valid data were used to analyze as the results, the valid corresponding rate was 90%. The surveys were conducted during the period of March 20 to April 30, 2008. The results of this study were the followings:
1. Yehliu National Scenic Area, Fisherman's Wharf, Jioufen / Jinguashih Danshuei Old Street and Baisha Bay were the top five places to as tourists’ preferences, it was suggested those five places as the destinations selection of one-day tour at Taipei County.
2. To survey tourists can be divided into three groups. The first range of groups was the age under twenty years old. Good for window shopping and many playful places were the significant differences for attractions of the tourists’ selected destination. Many delicious foods and many playful places were the main attractions of the tourists’ selected destination for travel agency.
3. The second range of groups was the age from twenty-one to forty. Natural and historical sceneries were the significant differences for attractions of the tourists’ selected destination. Many delicious foods, natural and historical sceneries were the main attractions of the tourists’ selected destination for travel agency.
4. Good for window shopping and many delicious foods, and suitable destination for tourists accompanied with friends were the two most attractions of surveyed tourists’ selected destinations.
5. There was significant difference between surveyed ones’ preferences. To make friends and to increase friendships were the main motivations of surveyed tourists. In addition, most people would like to travel with companies. Tourists’ gender was not considered as the reasons to plan a tour for the travel agency.
6. The third group was the age over forty-one. Natural sceneries and the places good accompanied with children were the significant differences for attractions of the tourists’ selected destination. Many delicious foods, natural sceneries and activities good accompanied with children were the main attractions of the tourists’ selected destination for travel agency.
The results of the research can use as references for the travel to plan one-day tours. In addition, the travel agency should base on the different groups to develop the tours planning.

並列關鍵字

one-day tour ； tourists’ preferences for the destinations selection ； tourist motivation ； the attraction of the destinations selection

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