臺灣博碩士論文加值系統

Taiwan’s tourism has slowly been increasing over the years, which manifested itself in the higher numbers of tourist arrivals on the island. As in 2008 the tourism authorities’ objective to double the incoming tourist arrivals in the wake of its 21st century strategy to develop tourism as a major industry had not been met, Taiwan’s new government opened up to Chinese tourism. With almost annual increases in Chinese daily limits, mainland tourists rapidly became the major source of inbound tourism to Taiwan, and consequently also of additional income to the economy. Despite these benefits however, Taiwan’s tourism capacities have been stated to show difficulties in accommodating this new massive increase in tourists, which has been stated by the media to have led to a decrease of Taiwan’s tourism quality. At the lack of a comprehensive study on the implications of Chinese tourism to Taiwan, this thesis thus contributes to the current state of research through the analysis of Chinese visitors’ positive and negative effects in terms of the 9 different tourism industries of transportation, accommodation, food service, attractions, travel services, retail, health sector, agriculture and cultural and creative industries in Taiwan as defined within this thesis. In a second part, a consumer behavior analysis on secondary data and expert interviews have been conducted as quantitative and qualitative support of the findings. As a secondary objective, this study tries to derive some policy recommendations on how to improve the overall quality of Taiwan’s tourism environment, and attract more international tourists to the island.

Acknowledgement i
Abstract ii
List of Figures vi
List of Tables vii
List of Acronyms viii
1 Introduction 1
1.1 Background of the study 1
1.2 Problem statement 3
1.3 Significance of the study 4
1.4 Research motivation 6
1.5 Delimitations of the study 8
1.6 Chapter outlines 9
2 Literature Review 12
2.1 What is tourism? 12
2.1.1 Origins 13
2.1.2 Defining tourism 15
2.1.3 Economic aspects of tourism 20
2.2 The tourism industry 22
2.3 Tourism policies 28
2.4 Tourism trends 29
2.5 Methodology 29
3 The current situation of tourism in Taiwan 31
3.1 Profile of Taiwan 31
3.2 Historical context and development of tourism in Taiwan 33
3.2.1 1956-2000 Early tourism development 33
3.2.2 2000-2008 Development strategy for the 21st century and disasters 36
3.2.3 2008-2013 Opening to Chinese tourism 41
3.3 Economic key numbers of tourism in Taiwan 45
3.4 Taiwan’s tourism strategy 50
3.5 Taiwan’s tourism industries 52
3.5.1 Transportation 53
3.5.2 Accommodation 56
3.5.3 Food service industry 60
3.5.4 Attractions and activities 62
3.5.5 Travel services 66
3.5.6 Retail industry 70
3.5.7 Health sector 72
3.5.8 Agriculture 76
3.5.9 Cultural and creative industries 77
3.6 Chapter summary 81
4 Consumer behavior analysis of Chinese tourists 84
4.1 Characteristics of Chinese consumer behavior in tourism 84
4.2 Chinese visitor spending in Taiwan 85
4.3 Experiences from other countries 89
4.4 Chapter summary 91
5 Expert interviews 93
5.1 Main findings 93
5.2 Policy recommendations 97
5.3 Additional findings 99
5.4 Chapter summary 99
6 Results and discussion 101
6.1 Main findings on effects of Chinese visitors on Taiwan 101
6.2 Discussion and policy recommendations 104
7 Conclusion 107
8 References 111

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