| 摘要: | 觀光產業向有無煙囪工業之稱，各國善用其自然及人文資源，積極發展觀光產業。依據世界觀光旅遊員會(WTTC)於分析報告指出，觀光產值約佔全世界 GDP 的 10.2%，佔全球出口總值 11.2%，因此觀光產業乃是許多國家賺取外匯的首要來源，實佔有舉足輕重之地位。 2018年起交通部觀光局推出許多旅遊補助相關方案，試著積極讓國旅市場回溫，以減少近年陸客來台人數遽降之衝擊。 本研究欲了解民眾對2019年9月交通部觀光局推行擴大秋冬國民旅遊獎勵計畫之活動滿意度、申請動機、旅遊意願影響及整體成效之看法，本文採問卷調查法進行資料蒐集，以描述性統計分析、獨立樣t檢定、單因子變異數分析等進行分析，再輔以經濟模型和觀光局旅宿統計資料解釋政策之成效。研究發現以女性旅客、年輕世代、未婚或已婚無小孩者及收入高者較高願意參與補助，建議可以針對該組群設計不同方案，增加旅遊天數；經濟模型來看，補助政策受惠者是旅宿業且會造整體社會福利減少，增加社會成本；旅宿統計資料顯示在客房營收中，秋冬補助對旅館及民宿業者的客房收入較大助益，對觀光飯店則否；以補助時間前後比較，平均房價與客房收入無大幅度增加，顯示補助政策成效有限。
The tourism industry is known as a chimney-free industry, and countries make good use of their natural and human resources to actively develop the tourism industry. According to the analysis report of the World Tourism Tourist Council (WTTC), the tourism output value accounts for about 10.2% of the world's GDP and 11.2% of the world's total export value. Therefore, the tourism industry is the primary source of foreign exchange earned by many countries. Since 2018, the Tourism Bureau,M.O.T.C has launched many programs related to tourism subsidies, trying to actively revitalize the China Travel Market to reduce the impact of the declining number of land passengers coming to Taiwan in recent years. In this study, in order to understand the public's views on the activity satisfaction, application motivation, impact of tourism willingness and overall effectiveness of the expansion of the autumn and winter national tourism incentive program implemented by the Tourism Bureau of the Ministry of Communications in September 2019, this article uses a questionnaire survey to collect data to describe Statistical analysis, independent sample t test, single factor variance analysis, etc., supplemented by economic models and tourism bureau accommodation statistics to explain the effectiveness of the policy. The study found that female travelers, young generations, unmarried or married without children, and those with high incomes are more willing to participate in the subsidy. It is recommended that different programs can be designed for this group to increase the number of travel days. According to the economic model, the beneficiary of the subsidy policy is the hotel and lodging industry, which will reduce overall social welfare and increase social costs. Travel statistics show that in the room revenue, the autumn and winter subsidies greatly benefit the hotel room income of hotel and bed and breakfast companies, but not the tourist hotels; compared with the time of the subsidy, the average house price and room income did not increase significantly, showing the effectiveness of the subsidy policy limited. |
