如何迎入外國旅客：靜岡縣例案研究

Abstract

這篇例案研究針對台灣人的往日本旅行時消費行為與日本靜岡縣知名度進行。調查的目的是推測日本地方政府為了迎入外國旅客促進何如政策。透過定量調查了解台灣旅客希求體驗跟日本文化有關的觀光資源，雖然台灣旅客知道「靜岡縣」但不少人到過那座縣等動態。而透過定性調查發現交通工具、公共地方等的標識對台灣人不容易看到或懂。而因為兩國講不同溝通語言，跟當地人的溝通會引起不滿。根據兩種調查筆者建議靜岡縣要以何如來主要觀光資源、按照何等順序實行政策等。

This case study focuses on Taiwanese travel tendency toward Japan and Shizuoka prefecture. The empirical research attempts to figure out the tendency of Taiwanese tourists when they trip to Japan. Since tourism has stakeholders in many different field, a government should play a leading role in order to invite both existing and potential inbound tourists. Comprehending potential customer’s need and pain point would be a fundamental for a policy design, hence qualitative and qualitative approaches have been taken to fulfill the research objective in this paper. This research applies Shizuoka prefecture, a middle-size local authority in Japan, as a case study. The result suggests the prefecture should focus on single tourism resource, and it should wire the other resources when they propose tourists its attractions, so as to make a different with competitors. The prefecture should also solve the language problem on the public transportation, public place, etc.