熟年遊客長宿休閒需求潛力評估與驗證

The Demand Potential Assessment and Verification of Long Stay Tourism for Mature Tourists

在國際旅遊市場，長宿休閒是熱門的旅遊型態，東南亞國家將之列為主要觀光政策，每年吸引大量的歐美和日本退休族群入境長住，賺取巨額外匯。近年，面對人口老齡化，中國國內也積極推動中老年的鄉村長住旅遊。隨著嬰兒潮世代的退休潮，發展熟年長宿休閒可能是臺灣的一個重要的觀光政策和市場機會，臺東在觀光方面具備卓越優勢和發展潛力，應優先掌握 COVID-19疫情過後的發展契機，率先推動長宿休閒(Long-Stay)服務。本研究旨在探討熟年長宿休閒的需求，藉由文獻回顧和問卷調查法，發展出熟年長宿休閒的問卷量表。回收 1019 份有效問卷，顯示國內 22 縣市中，臺東地區是最吸引人的長宿休閒目的地。在長宿休閒的需求屬性中，自然地理景觀是最主要影響因素。根據迴歸分析結果發現，五個長宿休閒的因素構面對熟年結伴同行皆有顯著且正向影響。最後，提出熟年長宿休閒之重要實務意涵與建議，作為地方觀光政策與發展之參考。

Long-Stay Tourism and International Retirement Migration has become a popular trend among the mature age group in the past decade. With an increasing number of pensioners travelling from Europe, America, and Japan, most Southeast Asian countries have made long-stay one of their major tourism policies and have accumulated large amounts of foreign income. It is evident that long-stay tourism would become a crucial element of the travel and hospitality industry as more baby boomers have reached the age of retirement. Being one of the most popular choices for tourism, Taitung should take advantage of its geographical location and tailor its tourism policy around long-stay tourism. Our aim with this paper was to explore the factors that drive the pensioners’ decisions in choosing the ideal long stay destinations in Taiwan. Through reviewing related literature and questionnaire survey, we have developed a questionnaire and received 1,019 valid results in return. Using regression analysis, we concluded that Taitung, with its landscape and abundant natural resources, is the most popular long-stay destination in Taiwan. The analysis also indicated that there is a positive correlation between destination attributes and companion long-stay. Finally, practical implications and discussions about long stay for the pensioners are presented and can be used as a reference in the developing of long-stay tourism policies in Taiwan.