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研究生:古屋智子
研究生(外文):Satoko Furuya
論文名稱:如何迎入外國旅客:靜岡縣例案研究
論文名稱(外文):How to Invite Foreign Tourists to Japan: Case Study of Shizuoka Prefecture
指導教授:黃俊堯黃俊堯引用關係
指導教授(外文):Chun-Yao Huang
口試委員:簡怡雯費凱洛
口試日期:2015-02-03
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:133
中文關鍵詞:觀光訪日旅行台灣定量調查定性調查日本旅遊靜岡政策消費行為問卷郊外知名度定位例案研究
外文關鍵詞:TourismJapanInboundTaiwanQuantitative researchQualitative researchTravelSightseeingTripPolicyMarketingBrand awarenessPositioningCase study
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這篇例案研究針對台灣人的往日本旅行時消費行為與日本靜岡縣知名度進行。調查的目的是推測日本地方政府為了迎入外國旅客促進何如政策。透過定量調查了解台灣旅客希求體驗跟日本文化有關的觀光資源,雖然台灣旅客知道「靜岡縣」但不少人到過那座縣等動態。而透過定性調查發現交通工具、公共地方等的標識對台灣人不容易看到或懂。而因為兩國講不同溝通語言,跟當地人的溝通會引起不滿。根據兩種調查筆者建議靜岡縣要以何如來主要觀光資源、按照何等順序實行政策等。

This case study focuses on Taiwanese travel tendency toward Japan and Shizuoka prefecture. The empirical research attempts to figure out the tendency of Taiwanese tourists when they trip to Japan. Since tourism has stakeholders in many different field, a government should play a leading role in order to invite both existing and potential inbound tourists. Comprehending potential customer’s need and pain point would be a fundamental for a policy design, hence qualitative and qualitative approaches have been taken to fulfill the research objective in this paper. This research applies Shizuoka prefecture, a middle-size local authority in Japan, as a case study. The result suggests the prefecture should focus on single tourism resource, and it should wire the other resources when they propose tourists its attractions, so as to make a different with competitors. The prefecture should also solve the language problem on the public transportation, public place, etc.

Abstract 3
Table of Contents 4
List of Figures, Tables 7
Chapter I Introduction 9
1.1 Introduction 9
1.2 Research Questions 11
1.2.1 Main Question 11
1.2.2 Sub-question 1 11
1.2.3 Sub-question 2 11
1.2.4 Sub-question 3 12

Chapter II Literature Review 13
2.1 Tourism 13
2.2 Branding 16
2.3 Strategic Marketing 18

Chapter III Research Methodology 21

Chapter IV Research Background 23
4.1 Tourism Industry in Japan 23
4.2 Tourism Industry in Shizuoka Prefecture 26
4.3 Research Procedure 31
4.3.1 Quantitative Research 31
4.3.2 Qualitative Research 33
4.4 Notes 35

Chapter V Empirical Research 36
5.1 Quantitative Research 36
5.1.1 Experience of Traveling to Japan 36
5.1.1.1 Attributes of Respondent 36
5.1.1.2 Experience of the Latest Trip to Japan 37
5.1.1.2.1 Experience of Travel to Japan 37
5.1.1.2.2 Length of Stay 38
5.1.1.2.3 Companion 39
5.1.1.2.4 Expense 40
5.1.1.2.5 Purpose 40
5.1.1.2.6 Types of Trip 41
5.1.1.2.7 Destination 43
5.1.1.2.8 Tourism Attraction 44
5.1.1.2.9 Information Source 44
5.1.1.2.10 Intension to Re-visit 46
5.1.2 Brand Awareness of Shizuoka Prefecture 47
5.1.2.1 Brand Awareness of Shizuoka Prefecture 47
5.1.2.2 experience of Travelling to Shizuoka Prefecture48
5.1.2.2.1 Experience of Visiting Shizuoka 48
5.1.2.2.2 Experience of Visiting Shizuoka as a Destination 48
5.1.2.2.3 Brand Awareness of Shizuoka Airport 49
5.1.2.2.4 Direct Flight 50
5.1.2.2.5 Experience of Using Shizuoka Airport 50
5.1.2.2.6 Types of Travel 51
5.1.2.2.7 Tourism Resources in Shizuoka 52
5.1.2.3 Interests and Experiences of Those Who Visited Shizuoka 53
5.1.2.3.1 Types of Travel 53
5.1.2.3.2 Length of Stay 54
5.1.2.3.3 Companion 54
5.1.2.3.4 Expense 54
5.1.2.3.5 Information Source 55
5.1.2.3.6 Intension to Re-visit 57 5.2 Qualitative Research 57
5.2.1 Findings Through Interview 57
5.2.2.1 Major Findings 57
5.2.2.2 General information: Reason for Visiting 59
5.2.2.3 General Information: Types of Trip 60
5.2.2.4 Preparation: Information Source 62
5.2.2.5 Preparation / Experience: Transportation and Accommodation 64
5.2.2.6 Preparation / Experience: Cash or Credit Card 65
5.2.2.7 Experience: Possible Improvements 66

Chapter VI Findings and Suggestion 68
6.1 Findings from Two Researches 68
6.1.1 Tour or Non-tour 68
6.1.2 Information Source 69
6.1.3 Japanese Food 69
6.1.4 Brand Awareness 70
6.2 Response to the Sub-questions 70
6.2.1 Expectation and Satisfaction 71
6.2.2 Pain Point 71
6.3.3 Brand Awareness of Shizuoka 72
6.3 Suggestion as an Answer for the Main Question 72
6.3.1 Branding: Focus on “Mt. Fuji”, Tie Other Resources to It
73
6.3.2 Positioning: Cultivate from Potential Tour Participants
73
6.3.3 Timeline 75
6.4 Research Limitation 76

Appendixes 78
Appendix 1. Questionnaire on Quantitative Research 78
Appendix 2. Interview Transcripts 84

References 132


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