大陸居民入境來台旅遊市場之分析

The Inbound Tourism Market Analysis of Mainland China Residents to Taiwan

大陸的出境旅遊已經成為全球旅遊市場中增長最快速，同時是亞太地區最大的輸出客源，引貣全球各國對大陸出境旅遊市場的重視。在兩岸完全開放觀光重啟正式的雙向交流後，陸客來台旅遊的人次不斷增長。本研究透過次級資料之蒐集，針對交通部觀光局之統計數據、大陸國家數據庫進行時間持續性的系統分析，及大陸中國國家旅遊局、中國旅遊研究院等所公佈之資料與相關的研究文獻等加以歸納分析、整理，以進一步瞭解陸客來台旅遊的發展潛力。並探討陸客入境台灣旅遊市場政策發展、規模、與特質，最後針對此一市場未來發展提出相關策略建議。

China has become the fastest growing outbound market in the world tourism market, and contributes the largest amount of outbound tourists from Asia and Pacific region. The world pays high attention to Chinese outbound tourism market. After the formal two-way traveling policy opened between Taiwan and China, Chinese tourists to Taiwan have been growing continuously and substantially. The study analyzed secondary data by collected statistical data from the Taiwan Tourism Bureau, the National Bureau of Statistics of China, and also data or literatures from China’s Tourism Bureau, China Tourism Academy, to reveal the potential of Chinese inbound traveling to Taiwan. The results also showed the policies development, the market scale, and the features of Chinese inbound tourism market to Taiwan. In addition, the study proposed strategies for the key tourist-generating inbound travel market to Taiwan for future market development.