世新大學觀光學系

碩士論文

亞洲區域國家觀光政策之分析

指導教授:陳家瑜 博士

研究生: 蕭卉卉 撰

中華民國九十九年七月二十六日

A Study of Tourism Coverage in Parts of asia

by

Hui-Hui Hsiao

Advisor:Professor Chia-Yu Chen, D. N. A.

A thesis published in partially fulfillment in the requirements to get the degree of Learn of Organization Administration at the Department of Tourism, School of Supervision, Shih Hsin University

Come july 1st, 2010

論文題目:亞洲區域國家觀光政策之分析

校所名稱:世新大學觀光學系

畢業時間:2010 年(九十八年第二學期碩士學位論文摘要) 研究生姓名:蕭卉卉

指導教授:陳家瑜 博士

論文摘要:

觀光在世界經濟中扮演愈加重要之角色,可帶動多方直接與間接的經濟效益,各國對於 發展觀光事業的態度能從政策顯現,其制訂的觀光政策定對於觀光產業的發展有關鍵性 的影響,本研究為謀求台灣成為區域中亟具競爭力之觀光目的地,擇定日本、香港、韓 國、新加坡與泰國,採用文獻回顧法與內容比較分析法分析此五國的國家觀光政策內容, 試暸解鄰近國家近年施行之觀光政策以供作參考,期能達成他山之石的效果。 本研究經由比較分析歸納結論如下:各國觀光政策仍持續為吸引更多外國旅客的造訪而 努力,尤其是面對中國大陸此一深富潛力的市場,簡化簽證措施是歡迎旅客的直接作法, 除入境人數的量性目標,提升旅遊過夜天數和旅遊消費也逐漸受到重視;舉辦節慶活動 的重點在於依循主題特色展現出活動的精緻感與國際層次,方能避免見樹不見林之缺 憾;發展國家觀光品牌是各國已經完備或當前準備之項目,品牌詮釋一目的地之形象, 為了讓意象與行銷均顯張力,形塑品牌定位必須突顯別於他國之獨特性,人文遂成為� 於發揮之處;在觀光事業變得更為重要也更為複雜時,調整國家觀光組織能增加管理與 發展的效率與彈性;為時時備有充盈的競爭力,各國不斷提升觀光建設,於軟硬體不可 偏廢,本研究範圍的國家幾乎已經具有完備的基礎建設,現正強化建設的能量與容量, 容量首重呼應利基市場作調整,如機場的起降運能、醫療觀光設施等;而能量則從環境、 人與觀光吸引力著手。 本研究提出以下建議:調整觀光行政機構,加強觀光產業的法規制度並盡速完善推動評 鑑制度,增加觀光環境在軟硬體上的能量與容量之條件,確立觀光品牌的定位以建立觀 光品牌能為觀光目的地帶來不可小覷的效益。 ____________________________________________________________________________ 【關鍵字】觀光政策、日本、韓國、香港、新加坡、泰國

I

A report of Travel Policy in Asian Countries

Student Hui-Hui Hsiao

Consultant Professor Chia-Yu Chen, M. B. A.

Shih Hsin University or college

Department of Tourism, College of Management

Abstract

Travel industry has become more and more very important to the development of global and regional economy. This kind of study tries to review current tourism procedures of Japan, Korea, Hong Kong, Singapore and Thailand with regards to understanding how governments of the five countries showcase tourism sector domestically and internationally. Your research findings illustrate that Western government will formulate law for travel and leisure development. Whilst Korean government puts an extensive and hostile policy in action. Hong Kong, with its advantages of location and internationalization, stresses its insurance plan on global marketing and coherent framework with tourism policy of Chinese suppliers. Singapore, on the other hand, establishes a number of facilities and activities for the entire tourism environment; its travel and leisure policy especially focuses and encourages hrm. Thailand challenges the travel value, which usually aims to attract more quality visitors. Additionally , Thailand sets more focus on environmental safeguard and provides an impressive sustainable advancement. Using comparative analysis, this study supplies the following findings: most selected countries continue fine-tuning all their tourism guidelines to bring in more tourists. Rising market like Mainland Customer the most desirable market for growing a large number of visitors. Meanwhile, extending the length of stay and lengthening tourism consumptions are the major policy aims. In order to build a powerful travel image and implement successful marketing strategies, a country must make her tourism company distinctive enough for customers to distinguish a single brand from another. Because of the growing importance and complexity of tourism sector, countries may possibly succeed in making management and development of tourism industry more efficient and flexible by means of several organizational restructuring in state-level governing bodies of tourism industry. Countries are regularly renewing or perhaps upgrading their particular tourism and infrastructure and software. The capacity development should be adjusted based upon the demand of niche market. Types of this include the takeoff and landing potential of international airports, as well as the capacity of medical and tourism services. The quality of tourist service within a country must be improved through developments in the overall environment, people, and tourism attractiveness. More specifically, this kind of study suggests that adjustment of tourism organizations, enhancing...

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