國民旅遊補助與飯店住宿行為－以台灣東部旅客為研究標的

The Subsidy for Domestic Travel and Hotel Accommodation Behavior-Take Traveler in Eastern part Taiwan as the Research Object

新冠肺炎疫情重創了全球觀光產業。其中住宿業於2020年台灣的非製造業經理人指數，緊縮速度高居第一。在總體產業岌岌可危的態勢下，國民旅遊補助是為政府用以協助業者能夠持續經營的一種作法。本文以位於台灣東部凱旋星光酒店做為研究標的。並以前往消費之台灣東部民眾為研究對象。藉以了解民眾如何在國民旅遊補助下，打破既有旅行的思考框架，而展開鄰近地區的住宿行動，並所達到的消費滿足以及個別對旅遊的重新定義。本文以質性研究之文獻分析法為輔，而訪談法為主經由歸納分析。得到以下三項結論。1國民旅遊補助，深化了民眾對鄰近地區進行小旅行的可能性。2.經由實際開支之降低，國民旅遊補助刺激民眾有機會去認識鄉土。3.呼應中高齡消費者，探索周邊之交通載具具有努力的空間。

The COVID-19 has devastated the global tourism industry. Among them, Taiwan's Non-Manufacturing Index (NMI) of hotel industry in 2020 ranks first in terms of tightening speed. Under the situation that the overall industry is in danger, the subsidy for domestic travel is a way provided by Taiwan's government to help the operators to continue their business. This investigation takes the Kaishen Starlight located in eastern part Taiwan as the research subject, and people in Eastern Taiwan who used to consume before were taken as the research object. The purpose of this study is to understand how people can break the existing thinking framework of travel under the subsidy for domestic tourism and launch accommodation activities in neighboring areas. Moreover, consumers can satisfy the demands and redefine the meaning of travel. In this paper, qualitative research is supplemented by literature analysis, while interview method is mainly through inductive analysis. Three conclusions are as below. 1. The subsidy for domestic tourism has extended the possibility of taking a short trip to neighboring areas. 2. Through the reduction of actual expenditure, the subsidy for domestic tourism stimulates people to have a chance to know the local area 3. In response to the middle-aged and elderly consumers, there is a room for exploring the surrounding transport vehicles.