陸客低價團購物站購物之研究

A Study of Chinese Low-price Tour Groups Shop at Shopping Stores

董孟修(Meng-Hsiu Tung)

購物站 ； 旅遊購物 ； 大陸旅遊法 ； 焦點團體法 ； Shopping Store ； Tour Shopping ； Chinese Travel Law ； Focus Groups

島嶼觀光研究

8卷1期（2015 / 03 / 01）

1 - 24

繁體中文

大陸旅遊法規範旅行社安排旅遊團購物行程，期能提升旅遊品質。本研究藉由質性研究方法之焦點團體訪談輔以深度訪談方式收集19位旅遊從業人員之經驗，探討台灣購物站之起源與發展、大陸旅遊法實施前後陸客低價團購物站購物情況。訪談內容經過嚴謹的資料分析發現：1.台灣購物站起源於提供旅遊團客購物服務，逐漸發展成提供駕駛佣金與服務，吸引其帶團客來購物。2.大陸旅遊法實施前，旅行社經由安排陸客低價團至購物站購物補償團費。3.大陸旅遊法實施後旅行社改安排陸客低價團至觀光工廠、觀光博物館參觀，部分購物站直接進駐旅館設櫃。本研究亦提出台灣購物站建立品牌知名度、良好購物環境與氣氛、吸引全球觀光客來台之建議。

Chinese travel law restricts travel agents to arrange shopping programs for promoting the quality of travel. By qualitative research methods, including focus groups and in-depth interviews, this research investigates the origin and development about shopping stores in Taiwan. This research also aims at the discussion the situation that before and after practice Chinese travel law about Chinese people low-price tour groups shopping at shopping stores. The research data gathered from 19 interviewees indicates that:1) the origin of shopping store is that store wants to service group tourist, then shopping stores supply commissions and service to bus drivers for attracting them to take tourist to shopping stores,2) before practicing Chinese travel law, travel agents arrange Chinese people low-price tour groups to shopping store in order to complete travel fee, and 3) after practicing Chinese travel law, travel agents arrange Chinese people low-price tour groups to visit tourism factories and museums. Some shopping stores direct set the stores in hotels. Furthermore, this research suggests that shopping stores should create their brands, nice shopping atmosphere and attract global tourist.

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