臺灣旅行業研究之發展回顧與評析

Review and Analysis of Travel Service Studies in Taiwan

李君如(Chun-Ju Li)

《觀光研究學報》 11卷2期 (2005/06) Pp. 113-134

https://doi.org/10.6267/JTLS.2005.11(2)2

摘要

本研究為瞭解目前臺灣地區有關旅行業研究之現況，藉由對既有研究的文獻回顧，以五個面向分析(研究議題、研究類型、統計方法、研究範圍、分析對象)，指出以往研究的重要特性，並以此為基礎，建議未來可能的研究方向，以提供未來有興趣參與旅行業研究者參考。針對1983-2004年發表的117篇相關博碩士論文，進行內容分析之後，我們發現「研究議題」相對廣泛，且亦隨著時代而變遷，未來可結合創新觀點的研究。「研究類型」以量化的問卷調查為主，建議未來可發展關於實驗法的研究，藉由特定項目的控制與觀察，來更深入瞭解某些策略或規劃所產生的效應；此外，以經濟為基礎的量化研究應也有再深化的空間，旅行業作為觀光推動的產業鏈的重要一環，以其為媒介分析總體經濟效益，或是以其為主體探討不同策略的績效，都有其論述價值。「分析方法」可能因為研究議題而變化，除基本的敘述統計繼而進入到衡量變項間的關聯性外，應加強方法應用的基本前提認知及精準度，以免誤用工具造成錯誤的推論結果，使旅行業的理論與實務都有更好的成長。

關鍵字

旅行業 ； 研究方法 ； 內容分析

並列摘要

The aim of this research is to understand the current situation of travel service studies in Taiwan by reviewing existing literature from five aspects: research issue, research type, methodology, research scope, and research target. It will identify important features of existing literature, based on which, a suggestion of possible research direction for future research can be offered to researchers who are interested in studying travel services. By reviewing 117 travel service studies in Taiwan from 1983 to 2004 with content analysis, we have three findings. First, these studies have covered relatively comprehensive issues, which have changed with the passage of time, and could integrate innovative ideas in the future. Second, as to research types, they are mainly based on quantitative questionnaires. We suggest that they could develop experimentation methods in the future by controlling and observing specific items in order to explore deeply the effects caused by some strategies and plans. Besides, there is room for further exploration in quantitative researches based on economic analysis. It is worthwhile to treat travel industry as a link of industrial chain in promoting tourism, by which to analyze macro-economic benefits, or to discuss the performance of different strategies. Third, methodology might change according to different research issues. Expect for mastering basic descriptive statistics and advanced variant correlation techniques, in order to avoid fallacious results inferred by misused methodology, more efforts should be put in understanding the prerequisites and the accuracy of methodology, to allow theories and practices of travel industry to prosper.

並列關鍵字

travel service ； research method ； content analysis

參考文獻

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