國家觀光政策是當前政府的施政重點。而我國的訪台國際觀光客總數在過去的十年並無顯著的成長,整體觀光客總數始終維持在2百萬至2百70萬之間,遊客人數的成長相較於鄰近的新興旅遊地點則顯得競爭力不足。基於此,行政院交通部觀光局於二○○二年初首先完成觀光政策白皮書,緊接著於二○○二六月進一步提出了「觀光客倍增計畫」,並於該年六月二十八日舉辦了觀光客倍增計畫之研討會。所謂「觀光客倍增計畫」乃企圖將國際觀光客來台總數同目前的2百多萬倍增至5百萬。本文即根據該研討會發行的資料:「觀光客倍增計畫」草案,依觀光行銷計畫撰寫的原則和一般行銷計畫的必備要素,檢驗該計畫的缺失,並提出建議。
The Taiwanese government emphasizes National Tourism Policy nowadays. Nevertheless, the international tourists visiting Taiwan did not grow significantly during the past decade because numbers of international travelers visiting Taiwan had been kept between 2 million to 2.7 million. Comparing to that of the new destinations near Taiwan, the tourism in Taiwan appeared less competitive power due to the slow growth of international travelers. Based on this phenomenon, the Tourism Bureau of Taiwan completed the ”Tourism Policy White Paper” in the beginning of 2002, and in June also proposed a promotion plan for doubling the number of international tourists from two millions to five millions. The proposal was discussed on a conference held by the Tourism Bureau of Taiwan in June 28, 2002. This paper was to examine the proposal based on the principles and components of making a tourism-marketing plan. The critiques and suggestions were also provided to the policymakers of the plan in this paper.
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