2
4
AG010009
4
095
98年來臺旅客消費及動向調查
Annual Survey of Visitors Expenditure and Trends in Taiwan, 2009
1.交通部觀光局
1.Tourism Bureau, Ministry of Transportation and Communications
1.交通部觀光局
1.Tourism Bureau, Ministry of Transportation and Communications
001,002,003,004
1.交通部觀光局
1.Tourism Bureau, Ministry of Transportation and Communications
010
1.交通部觀光局
1.Tourism Bureau, Ministry of Transportation and Communications
A.14 計畫執行期間(起):0000-00-00
A.14 計畫執行期間(訖):0000-00-00
2009-01-012009-12-31
A.16 收到日期:2010-06-15
2
台灣桃園國際機場、高雄國際機場及松山機場現場訪問離境旅客。

1
5784

5784
001
01
SRDA.GS067
96
C.2 聯絡日期:0000-00-00
2
1.交通部觀光局
1.Tourism Bureau, Ministry of Transportation and Communications
1
C.7 資料公開日期:0000-00-00
2
008
2
1
1
2
1
3
3
001,002,003
1,2
交通部觀光局為瞭解98年來臺旅客旅遊動機、動向、消費情形、觀感及意見,以供相關單位研擬國際觀光宣傳與行銷策略、提昇國內觀光服務品質與國際旅遊觀光競爭力之參考,並作為估算觀光外匯收入之依據,特辦理「98年來臺旅客消費及動向調查」,分別在臺灣桃園國際機場、高雄國際機場及松山機場現場訪問離境旅客。

本調查對象為98年1月1日至12月31日入境之外籍與華僑旅客(含大陸旅客,不含過境之外籍與華僑旅客),採用「配額抽樣法」抽樣,取樣時盡量符合作業標準及樣本特徵之控制,以達隨機性及樣本代表性。本調查98年有效樣本數為5,784人,其中日本旅客1,363人,大陸旅客1,289人。

Since the 2008 Global Financial Crisis, all countries have proposed and practiced economic policies which have vastly improved their economic conditions by the end of 2009. Initially, the Japanese were the number one tourist market for Taiwan; however, after the crisis, the number of Japanese tourists who visit Taiwan has declined. This decrease in the number is due to the Japanese recession, the decrease in travel subsidies from companies, and an increase of the fuel tax. Hence, the outbound tourism of Japan experienced negative growth, except that to Korea (because the Korean Won depreciated significantly relative to the Japanese Yen). Besides the decrease in the number of Japanese visitors, the H1N1 epidemic emerged in Mexico in April 2009, which also led to a reduction in tourism to Taiwan. In addition, Typhoon Morakot struck southern Taiwan in August of the same year, causing widespread trepidation among tourists.

Fortunately, as Taiwan government’s motto is “Global Positioning, Holistic Marketing,” Taiwan has been promoting tourism steadily. The government has targeted various markets, promoting packages to local travel agencies as well as to potential clients via the media. In addition to the packages, the government has promoted special events and activities to tourists, such as “Tour Taiwan Years 2008-2009: Great Quarterly Tourist Giveaway Program”, the Key-Words marketing, and the “The Best Trip in the World - Taiwan Explorers Wanted” contest. After these promotions took place in 2009, the number of inbound visitors to Taiwan increased by 14.30%; 29.47% of which came for sightseeing purposes. Moreover, in July 2008, the government opened the gates to Mainland Chinese tourists, and since then, 970,000 visitors from China came to Taiwan, 600,000 of which came in tourist groups. Even after the great financial crisis and tourism recession, the Japanese still remain as the number 1 source of inbound visitors to Taiwan, consisting of one million visitors in 2009. This proves the success of Taiwan’s promotions in Japan.

The Tourism Bureau, MOTC expects to understand the motives, viewpoints, tendencies and consumption of the inbound visitors in Taiwan to supply reference material to tourist related organizations to improve sightseeing facilities in Taiwan and to plan international tourism advertising and marketing strategies. The survey can be a source of information to estimate the amount of visitor expenditures. Here at the Tourism Bureau, MOTC, we proceeded with the survey at the Taiwan Taoyuan International Airport, Kaohsiung International Airport and Taipei Sonshan Airport, interviewing inbound visitors, as they were about to leave Taiwan. The objects of this survey were the foreign and overseas Chinese inbound visitors from January 1 to December 31, 2009 (excluding the foreign and overseas Chinese transit visitors). This survey still adopted the method of “Quota Sampling”, which conformed best to the control of working standards and the characteristics of the samples to achieve random and sample representatives. The number of valid samples was 5,784 persons in total, including 1,363 persons from Japan and 1,289 persons from Mainland China, from January to December, 2009. The major investigative results of this survey were classified into “Related Indices of the Inbound Visitors in Taiwan”, “ Analysis of the Inbound Visitors’ Plans”, “Analysis of the Inbound Visitors’ Behavior “, “Analysis of Beneficial Results of the Inbound Visitors’ Consumption and Taiwan’s Competitiveness in the Asian Tourist Market” and “Analysis of Basic Information of the Inbound Visitors”. Fortunately, as Taiwan government’s motto is “Global Positioning, Holistic Marketing,” Taiwan has been promoting tourism steadily. The government has targeted various markets, promoting packages to local travel agencies as well as to potential clients via the media. In addition to the packages, the government has promoted special events and activities to tourists, such as “Tour Taiwan Years 2008-2009: Great Quarterly Tourist Giveaway Program”, the Key-Words marketing, and the “The Best Trip in the World - Taiwan Explorers Wanted” contest. After these promotions took place in 2009, the number of inbound visitors to Taiwan increased by 14.30%; 29.47% of which came for sightseeing purposes. Moreover, in July 2008, the government opened the gates to Mainland Chinese tourists, and since then, 970,000 visitors from China came to Taiwan, 600,000 of which came in tourist groups. Even after the great financial crisis and tourism recession, the Japanese still remain as the number 1 source of inbound visitors to Taiwan, consisting of one million visitors in 2009. This proves the success of Taiwan’s promotions in Japan. The Tourism Bureau, MOTC expects to understand the motives, viewpoints, tendencies and consumption of the inbound visitors in Taiwan to supply reference material to tourist related organizations to improve sightseeing facilities in Taiwan and to plan international tourism advertising and marketing strategies. The survey can be a source of information to estimate the amount of visitor expenditures. Here at the Tourism Bureau, MOTC, we proceeded with the survey at the Taiwan Taoyuan International Airport, Kaohsiung International Airport and Taipei Sonshan Airport, interviewing inbound visitors, as they were about to leave Taiwan. The objects of this survey were the foreign and overseas Chinese inbound visitors from January 1 to December 31, 2009 (excluding the foreign and overseas Chinese transit visitors). This survey still adopted the method of “Quota Sampling”, which conformed best to the control of working standards and the characteristics of the samples to achieve random and sample representatives. The number of valid samples was 5,784 persons in total, including 1,363 persons from Japan and 1,289 persons from Mainland China, from January to December, 2009. The major investigative results of this survey were classified into “Related Indices of the Inbound Visitors in Taiwan”, “ Analysis of the Inbound Visitors’ Plans”, “Analysis of the Inbound Visitors’ Behavior “, “Analysis of Beneficial Results of the Inbound Visitors’ Consumption and Taiwan’s Competitiveness in the Asian Tourist Market” and “Analysis of Basic Information of the Inbound Visitors”.

D.16 完成檢誤日期:2010-10-14
D.17 預定釋出日期:2010-10-15
D.18 初次釋出日期:2010-10-15
D.19_1 最新版釋出日期:2010-10-15
1
1
1,2
1
2,1,1,3
10.6141/TW-SRDA-AG010009-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/AG010009
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/AG010009en
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