查詢結果分析
來源資料
相關文獻
- 臺灣與大陸主要出境旅遊地市場吸引力之比較分析
- 臺灣旅遊市場定位分析--兩岸旅遊業者觀點
- 泰元旅行社
- Gender Differences in Faculty Hiring in Taiwan
- 臺灣地區大學生之俊男美女自覺
- 旅行社業務人員關係行銷之研究
- 模糊數對不同人格特質管理者的策略研擬之應用:以高雄國賓飯店為例
- 電視收視率量與質的探討
- A Comparative Analysis of the Competencies and Curricular Preparation for a Travel Agency Manager by Practitioners and Collegiate Educators
- 模糊數應用於策略研擬之研究--以高雄國賓飯店為例
頁籤選單縮合
題名 | 臺灣與大陸主要出境旅遊地市場吸引力之比較分析=Attraction Analysis between Taiwan and the Major Outbound Destination of Mainland China |
---|---|
作 者 | 鍾良瑾; 林玥秀; | 書刊名 | 臺灣觀光學報 |
卷期 | 9 2012.07[民101.07] |
頁次 | 頁1-23 |
分類號 | 992.2 |
關鍵詞 | 出境旅遊; 吸引力; 大陸旅客; 旅行社; 質性訪談; Outbound travel; Attraction; Mainland China visitors; Travel agency; Qualitative research interviews; |
語文 | 中文(Chinese) |
中文摘要 | 大陸旅客出境旅遊人次成長驚人,各國皆努力吸引大陸旅客造訪。本研究欲瞭解在大陸旅行業者心中其對臺灣與大陸主要出境旅遊目的地吸引力之差異。大陸旅行業者在旅客決策過程中扮演重要角色,故本研究以大陸旅遊業者為研究對象,基於立意抽樣的原則,研究者於2007年5-8月訪談北京、上海與深圳三地選擇25位相關人員,每位訪談60-150分鐘。訪談資料經內容分析法編碼與歸類後顯示:大陸旅客主要的出境地是香港、澳門、新加坡、泰國、韓國、日本、馬來西亞等。這些地方主要吸引大陸旅客的因素為價格便宜、交通便利性、簽證手續便利性與異國風情等,這些都是早期開放國家並積極在大陸從事行銷推廣;臺灣吸引力主要來自於同文同種的民族情感,這種情感在長年隔閡的背景下,塑造出臺灣特殊的神秘感,此外臺灣的大眾文化亦風靡神州,使得偶像明星也成為臺灣在大陸旅客心中的吸引力,由此可見臺灣的吸引力有其特殊性。根據研究結果,建議臺灣對大陸來台旅遊應著重情感面,對兩蔣來台後所保存發揚的中華文化、及臺灣建設應廣為宣傳行銷。在開放大陸旅客來台觀光後,未來研究可以朝區隔不同省份旅遊屬性更進一步瞭解。 |
英文摘要 | In the last few years, Chinese outbound market has grown dramatically along with the rapid progress of China's economy. How to attract Mainland Chinese visitors has become a crucial issue for many countries in the world. This paper intends to collect opinions from travel related practitioners & authorities in China concerning the attraction differences between Taiwan and other main outbound destinations of China. A total of 25 interviewees from Beijing, Shanghai and Shenzhen were interviewed, their average work experience is 15 years. All respondents were asked to answer a list of semi-structured questions, and the interviews usually last for 60 to 150 minutes.The results showed that the main outbound destinations of Chinese visitors were Hong Kong, Macau, Singapore, Thailand, Korea, Japan and Malaysia. The major reasons for these destinations to attract Chinese visitor were inexpensive prices, both transportation and entry visa convenience, as well as exoticism; whereas national sentiments, emotional ties between Taiwan & Mainland China, sense of mystery results from half century's segregation, pop culture and idols are key attractions of Taiwan.The results suggested that in order to attract mainland Chinese visitors, Taiwan should emphasis her emotional ties with China. The Chinese culture preserves in Taiwan after the retreat of Chiang Kai-shek from the mainland China and both Chiang and his son's contribution to Taiwan could be the main focuses of marketing campaign for Taiwan. Suggestion for future research is to carry out more market research targeted toward provincial segmentation of China since now the mainland Chinese are free to travel to Taiwan as free independent travelers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。