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研究生:許石龍
研究生(外文):Shih-Lung Hsu
論文名稱:國際觀光宣傳推廣計畫效益評估之研究-以日本旅遊市場為例
論文名稱(外文):A Benefit Analysis of International Tourism Promotion-The Japanese Market
指導教授:曹勝雄曹勝雄引用關係
指導教授(外文):Sheng-Hshiung Tsaur
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2006
畢業學年度:95
語文別:中文
論文頁數:119
中文關鍵詞:德爾菲法層級分析法深度訪談法效益評估評估準則評估方案
外文關鍵詞:Delphi methodanalytic hierarchy processin-depth interviewbenefit evaluationevaluation criterionevaluation program
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本研究整個評估系統計有4項評估目標、17項評估準則、6項評估方案,選取日本旅遊市場進行實證研究,來評估國際觀光宣傳推廣計畫之效益。首先採用德爾菲法(Delphi Method)來確立國際觀光宣傳推廣計畫效益評估模式及評估準則(或指標) ,衡量17項評估指標之結果,以「提升台灣之觀光旅遊形象」之評估指標幾何平均數為最高,其次依序是「提高日本旅客來台滿意度」、「建立日本來台旅遊之口碑」、「增加日本旅客來台意願」。
其次,利用層級分析法(analytic hierarchy process)求得國際宣傳推廣計畫,在日本旅遊市場效益評估目標層的權重結果,得知評估準則權重之決定。產、官、學界專家最重視的是「挹注觀光產業成長與收入」,依序為「達成旅客人次與消費之目標」、「創造有利的旅遊機會與口碑」、「提升台灣觀光意象與競爭力」。評估準則(指標)層的權重,產、官、學界專家最重視的三項指標依序為「增加觀光旅館住宿率」、「提高台日航空公司之班機載客率」、「促成旅遊仲介商之交易行為」,而以「提昇台灣觀光的競爭力」最不受重視。
就國際宣傳推廣計畫效益評估之各目標層及各指標層之權重及平均值可以看出,計畫方案中的『辦理國際推廣活動與促銷方案』之成效最佳,其次是『公關與報導』方案,兩者在17項評估指標中,均以「增加觀光旅館住宿率」、「提高台日航空公司之班機載客率」、「促成旅遊仲介商之交易行為」>等三項評估指標評值較其他評估指標為高,就實務面而言,政府觀光主管或相關單位運用六項計畫方案在各主要目標客源市場中,經檢討分析結果仍以『辦理國際推廣活動與促銷方案』此一方案之效益為最佳。
最後以深度訪談法(in-depth interview)進行國際宣傳推廣計畫效益評估之質化分析,衡量日本旅遊市場之效益評估準則,以及評估指標與評估方案之重要性,以協助政府主管機關擬定觀光政策之參考。

關鍵詞:德爾菲法、層級分析法、深度訪談法、效益評估、評估準則、評估方案
This project uses an evaluation system comprised of four evaluation goals, 17 evaluation criteria, and six evaluation programs to assess the benefit of international tourism promotion plans by carrying out an empirical study of the Japanese travel mar-ket. We first use the Delphi method to establish a benefit evaluation model and criteria for international tourism promotion plans. In the weighting of the 17 evaluation criteria, the geometric mean of evaluation criteria for “Enhancing Taiwan’s Tourism Image” was highest, followed, in order, by the geometric means for “Upgrading the Satisfaction of Japanese Tourists in Taiwan,” “Establishing Word-of-Mouth Promotion for Japanese Tourist Travel to Taiwan,” and “Increasing the Willingness of Japanese Travelers to Visit Taiwan.”
Next, we use the analytic hierarchy process to understand the determination of the weighting of evaluation criteria by finding the outcome of the weighting of the benefit evaluation goals of international promotion plans in the Japanese travel market. “Boosting of tourism growth and revenues” was the most important item for experts from the tourism, governmental, and academic sectors, followed by “Achievement of tourist number and spending targets,” “Creation of favorable travel opportunities and word-of-mouth promotion,” and “Enhancement of Taiwan’s tourism image and com-petitiveness.” In the weighting of evaluation criteria, the three most important criteria for the experts were, in descending order, “Increasing the occupancy rate of tourist ho-tels,” “Increasing the passenger load factor of flights operated by Taiwanese and Japa-nese airlines,” and “Promoting transactions by travel intermediaries.” Least important to the experts was “Strengthening the competitiveness of Taiwan tourism.”
From the weightings and the mean values of the goals and criteria used in the benefit analysis of the international promotion plan we can see that “Carrying out of in-ternational promotion activities and marketing programs” had the best performance among the plan programs, followed by “Media reporting programs.” The two had the highest values of all 17 evaluation criteria in “Increasing the occupancy rate of tourist hotels,” “Increasing the passenger load factor of flights operated by Taiwanese and Japanese airlines,” and “Promoting transactions by travel intermediaries.” On the prac-tical side, review and analysis shows that the “Carrying out of international promotion activities and marketing programs” had the highest benefit among the six programs car-ried out by the government tourism authority and related organizations in major target markets.
Finally, in-depth interviews were used to carry out qualitative analysis of the benefit evaluation of international promotion plans and measure the Japanese tourist market’s benefit evaluation criteria, as well as the importance of evaluation criteria and methods, for use as a reference by government authorities in formulating tourism policy.

Key words: delphi method, analytic hierarchy process, in-depth interview, benefit evaluation, evaluation criteria, evaluation program.
中文摘要 ..................... iii
英文摘要 ..................... v
誌謝辭  ..................... vii
內容目錄 ..................... viii
表目錄  ..................... x
圖目錄  ..................... xii
第一章  緒論................... 1
第一節  研究背景與動機............ 1
第二節  研究問題與目的............ 3
第三節  研究範圍與對象............ 5
第四節  研究流程............... 7
第二章  相關文獻................. 8
第一節  國際觀光宣傳推廣........... 8
第二節  計畫效益評估相關指標......... 12
第三節  觀光推廣效益之相關研究實證...... 15
第四節  計畫執行方案之相關文獻........ 17
第三章  計畫效益評估指標之建構.......... 20
第一節  計畫效益評估指標建立方法....... 20
第二節  計畫效益評估指標擷取......... 23
第三節  計畫效益評估指標權重之決定...... 27
第四節  計畫效益評估之質化分析........ 35
第四章  計畫效益評估模式實證研究......... 37
第一節  日本旅遊市場宣傳推廣現況分析..... 37
第二節  宣傳推廣計畫方案之研擬........ 47
第三節  評估指標(準則)之建立......... 48
第四節  評估指標(準則)權重說明........ 51
第五節  宣傳推廣計畫方案之成效評估...... 56
第五章  深度訪談結果............... 62
第一節  訪談對象特性分析........... 62
第二節  分析單位............... 63
第三節  分類發展與信度............ 64
第四節  主題構面結果分析........... 65
第六章  結論與建議................ 78
第一節  結論................. 78
第二節  建議................. 83
參考文獻...................... 88
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