大陸地區旅遊法之實施對臺灣地區旅遊購物業之影響及其策略之研究

Impact on the implement of the Chian Tourism Law to the tourism shopping industry in the Taiwan and research on its strategy

李旻(Min Lee)

指導教授 ： 鄭駿豪

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00035

摘要

本研究以臺灣地區旅遊購物業為研究對象，從2013年10月1日，大陸旅遊法頒布實施後發現大部分的旅遊購物店遊客人數驟降，無遊客進店成為旅遊購物業最大的困擾，遊客驟降的原因為旅行社不願接客，影響的層面也波及航空、運輸、飯店等業者。時間經過半年，2014年4月遊客人數已經回升至以往水準，更至更勝以往。
儘管大陸旅遊法並不能直接規範臺灣業者，卻能間接產生負面影響，這樣的影響並非兩岸業者所希望。本研究以臺灣地區旅遊購物業者、臺灣地區旅行社、臺灣地區法律與大陸地區旅行社四個面向以立意抽樣選擇受訪者，以半結構式深度訪談取得資料並進行分析，發現法規剛發布時各方對於此法律有不同的認知及看法，因為兩岸還存在著特殊關係，旅遊法的出現是為了導正旅遊歪風─零負團費所帶來的傷害，最終政府與業者將知的權利還給旅客，掌握正確方針，確實落實，找到了兩方都能接受的妥協點。

關鍵字

旅遊法 ； 零負團費 ； 旅遊購物

並列摘要

In this study, the tourism shopping industry in Taiwan was adopted as the research object. After the promulgation and implementation of China Tourism Law on October 1st, 2013, it followed that most tourism shopping stores suffered a drastic decline in the number of visitors, and the major challenge for the tourism shopping industry is to deal with few visitors entering into stores. The reason for the decline in the number of visitors is due to travel agencies’ reluctance to accept customers, and this impact also spread to aviation, transportation, hotels, and other businesses. After six months, the number of visitors as of April 2014 returned to the previous level, or even exceeded it.
Although China Tourism Law does not directly apply to Taiwanese operators, it play a negative role indirectly, and such an effect is not desired by cross-strait operators. Through four aspects, namely, tourism shopping operators in Taiwan, travel agencies in Taiwan, laws in Taiwan, and travel agencies in China, the purposive sampling method was adopted to select respondents. The semi-structured in-depth interview method was used to obtain data for analysis. Findings show that when the law had just been promulgated, people from all sides saw the law differently from various perspectives. Due to the special cross-strait relations, the Tourism Law has been set up to correct unhealthy practices in tourism such as charge-free tours and the damages caused. Ultimately, the government and the operators gave back to visitors their rights to be well-informed, grasping correct approaches to be properly implemented to reach a compromise acceptable to both parties concerned.

並列關鍵字

Tourism Law ； charge-free tours ； tourism shopping

參考文獻

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