The impact of relaxation from mainland China on tourism industry in Taiwan–approach of Analytic Hierarchy Process

[[abstract]]本研究目的旨在針對開放觀光所帶來的經濟面、社會文化面與實體環境面三大面向作深入探討與分析。吾人透過具有高信度與效度之量表，經由文獻蒐集、瞭解兩岸背景、文化，進而針對開放觀光所帶來三大面向作深入探討與分析。並採用層級分析法(Analytical Hierarchy Process；AHP)進行各層面估計分析，針對旅遊業者蒐集樣本資料。本研究結果發現，開放大陸人士來台觀光政策對台灣所造成的衝擊層面相當廣泛，找出各衝擊層面的影響大小與權重，並加以排序，依序求得各層級的相對權重，將其結果提供政府未來面臨衝擊時的建議與因應之道。本研究結果建議，認同一個永續的觀光發展依賴的是當地在經濟、社會文化與環境上個別的完整與健全發展。在這樣的想法下，官方與民間應廣泛收集當地環境與人文資料，提供遊客解說與教育的服務。[[abstract]]The purpose of this work is to elucidate how relaxation from mainland China brings up the social culture impact, economic impact and environment impact on tourism industry in Taiwan, and explores the hierarchy of this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. To understand the appropriate models for each dimension, the study applied AHP (Analytic Hierarchy Process) from the aspect of three impacts, including social culture impact, economic impact and environment impact, and set up criteria through literature review and the analysis of enterprise documents. Finally, a copy of professional questionnaire was created to undertake the survey, as well as to make the optimal weights for the target tourism industry in Taiwan. For future research, other variables of relaxation may influence tourism industry in Taiwan should be discussed. In practice, government can hone the relevant variables to raise the effect of social culture impact, economic impact and environment impact on tourism industry. Finally, this study provides a new hierarchy of the relationships among social culture impact, economic impact and environment impact on tourism industry