- 期刊
日本旅客對台灣長宿休閒屬性偏好之研究－聯合分析方法之應用
A Study on Japanese Tourists' Preferences to <||>Long Stay<||> in Taiwan: An Application of Conjoint Analysis
摘要
長宿休閒是新崛起的旅遊概念，其被定義為於國外進行長時問停留及從事渡假休閒活動，並融入當地生活環境之對地球友善的旅遊活動。隨著全球高齡人口結構改變尤其是戰後嬰兒潮邁入退休及老化階段以及對休閒旅遊的極度重視，銀髮族旅遊市場已成為未來旅遊市場中重要的區塊。其中，亞洲地區尤其是日本，興起退休族群前往海外進行長宿休閒的潮流，其以根留日本為前提，進行為期兩週以上至數個月不等的國外旅居休閒並與當地居民交流，融入當地生活以追求展新生活。因此，長宿休閒產業已形成銀髮族旅遊市場之重要內容，並且台灣刻正投入相關發展方案以及視日本旅客為長宿休閒主要消費客群。 本研究目的為探討影響日本旅客選擇台灣長宿休閒產品的重要屬性，並運用聯合分析法，了解日本旅客偏好的長宿休閒產品組合以及建立市場區隔。研究結果顯示，日本長宿休閒潛在旅客最重視產品為「日本食材取得的難易度」，其次依序為「醫療資源的可近性」、「使用交通工具的便利性」、「居住當地的文化特色」、「居住型態」及「生活機能的高低」。整體而言，潛在旅客最偏好的長宿休閒組合為：「以日本食材為主、鄰近醫院、長宿者散居、以搭乘大眾運輸工具為主、都市文化、較高生活機能」。本研究亦利用集群分析進行市場區隔研究，將潛在旅客區隔為「鄉村導向旅客」與「都市導向旅客」，研究結果可作為長宿休閒相關業者進行產品設計及推廣之參考。
並列摘要
＜||＞Long Stay＜||＞ has become the most popular star in travel industry. The baby boomers that were now entering the aging society changed the population structure of the world. Therefore, senior travel formed a significant portion of the whole travel market. The definition of ＜||＞Long Stay＜||＞ was originated from Japan and indicated that this travel pattern was based on a longer stay (more than 2 weeks) in foreign countries. The willingness to participate is growing and the scale of ＜||＞Long Stay＜||＞ market is increasing. With the review of the current situation on ＜||＞Long Stay＜||＞ development, Taiwan government is proceeding in ＜||＞Long Stay＜||＞ related project and regards Japanese travelers as target segment. This study analyzed the potential Japanese visitors' preference on ＜||＞Long Stay＜||＞ product to Taiwan, especially for Japanese travelers. We applied conjoint analysis and questionnaire survey to explore the potential Japanese visitors' preference. The analysis through conjoint analysis was to find the most important attribute and the portfolios for the ＜||＞Long Stay＜||＞. In the relative importance of the attribute, the Japanese food availability was demonstrated as the most important one, followed by medical service accessibility, transportation, local cultural features, residence type and living function. The potential tourists were segmented into two different groups: rural perspective group and urban perspective group. The results also revealed some guidelines for product design of ＜||＞Long Stay＜||＞ in Taiwan.