後疫情時代台灣人赴日旅遊動機與消費行為之探討

Abstract

本研究旨在探討後疫情時代台灣旅客赴日旅遊的行為與偏好。自日本於 2023 年 4 月重新開放國境以來，旅遊動機、資訊來源及消費行為等各面向，可能出現顯著變化，尤其受到「報復性旅遊」現象的影響。為掌握這些趨勢變化，本研究採用結構化問卷調查方式，針對 2023 年 5 月以後曾赴日本旅遊的台灣民眾進行調查，期能深入了解台灣後疫情時期赴日旅遊的最新樣貌與消費行為。本研究成果可作為旅行社、線上旅遊平台及住宿業者的重要參考依據，協助業者設計更符合台灣旅客期待與動機的客製化旅遊產品及行銷策略。This study aims to explore the travel behaviors and preferences of Taiwanese tourists visiting Japan in the post-pandemic era. Since Japan reopened its borders in April 2023, noticeable shifts may have occurred in various aspects such as travel motivation, information sources, and consumption behaviors, particularly influenced by the phenomenon of"revenge travel." To capture these evolving trends, this research adopts a structured questionnaire survey targeting Taiwanese individuals who traveled to Japan after May 2023. The study seeks to provide an in-depth understanding of the emerging patterns and consumer behaviors within Taiwan’s post-pandemic outbound tourism to Japan.

The findings of this study are expected to serve as practical references for travel agencies, online travel platforms, and accommodation providers, assisting them in developing customized tourism products and marketing strategies that align more closely with the expectations and motivations of Taiwanese travelers.