This document summarizes several key trends influencing the growth of the tourism industry: 1. Greater disposable income, more paid holidays, easier and cheaper travel have expanded people's travel options. 2. Destinations have invested in improved facilities and infrastructure to attract more tourists. 3. An aging population and more leisure time have increased tourism. 4. New types of specialized tourism have emerged, such as disaster, ghost, slum, and war tourism. 5. Technology and social media are changing how tourism is marketed and experienced. Peer-to-peer services and wearable devices will continue shaping the industry.

1. 休閒遊憩產業趨勢研究
引導者 洪嘉聰
2015.04.28

2. BBC
What factors influenced
• Have greater disposable income
• Have more paid holidays
• Travel has become easier and cheaper
• People are visiting a wider range of
– watch television programmes and browse the internet
• Greater variety of holidays to choose from
• People have more leisure time
• Many countries have invested money in facilities
and infrastructure that make it easier for tourists
• Ageing populations
http://www.bbc.co.uk/bitesize/ks3/geography/human_processes/tourism/revision/1/

3. Types of tourists
1. Incentive tourists
2. Health or medical
tourist
3. Business tourist
4. Education tourists
5. Adventure tourists
6. Cultural tourist
7. Eco-tourists
8. Leisure tourist
9. Religious tourist
10. Sport and recreation tourist
11. Backpacking or youth
tourist
12. Special Interest Tourist (STI)

4. Types of “official” tourism
• 遺產旅遊 (heritage)
• 節慶活動 (festival tourism)
• 文化 (cultural tourism)
• 生態 (ecotourism)
• 休閒 (leisure tourism)
http://www.toptenz.net/top-10-weird-types-of-tourism.php
What about hot spring溫泉旅遊呢??
What about food festival 美食慶典
呢??

5. Eight types of special topic tourisms 1
• Disaster Tourism
– 2004, South Asia and South East Asia after the
Indian Ocean earthquake tsunami
– New Orleans and the U.S. Gulf Coast post-
Hurricane Katrina
Р2010 Eyjafjallaj̦kull eruption in Iceland
• Ghost Tourism
http://www.hotelclub.com/blog/5-types-of-alternative-tourism/

6. Eight types of special topic tourisms 2
• Slum/ Ghetto Tourism
– certifiably questionable and on the ethical
borderline when the experience is utterly passive
• Pop-Culture Tourism
– it involves destinations with indelible connections
to popular books, films, television shows, music,
major events or a particular celebrity

7. Eight types of special topic tourisms 3
• War Tourism
• Fertility/ reproductive Tourism (生育)
– legal and innocent
– a subset of medical tourism

8. Eight types of special topic tourisms 4
• Dark Tourism
– Auschwitz-Birkenau concentration camps in
Poland
• Suicide Tourism
– suicide tourism is related to suicide and
euthanasia

9. 慶典體驗的五個構面 (面向)
由服務體驗改編
• 感覺- 經由五官的感覺
– 看到、聽到感受到
• 情緒- 因體驗媒介而產生的心情或感情
– 春吶、儀式性的抽離；悲傷感動滿足
• 思考- 服務情境中的刺激對某人或事物產生一套觀點或
想法
– 辛德勒的名單、飢餓三十
• 行動-受到服務情境的影響，會出現特定的行為模式
– 孩子借(戒)菸廣告、給餐廳評價
• 關聯-與想像中的自我、某個角色、群體或文化價值…產
生聯繫
– 輕柔的音樂、遊戲、武俠小說

10. 影響體驗行銷興起的因素 1
經濟發展
• 影響體驗行銷興起的因素
– 經濟發展
經濟時代 農業 工業 服務業 體驗產業
行銷
標的物
貨物 商品 服務 體驗
供應
的本質
可取代的 有形的 無形的 可記憶的
基本屬性 自然的 標準化的 客製化的 個人的

11. 影響體驗行銷興起的因素 2
科技發展
• 產品可以發展或量產
– 可以展示
– 透過各種管道便宜的提供訴求
• 大廣告微電影
• 公民行動工具易於取得
– 分享
– 評價

12. 影響體驗行銷興起的因素 3
社會文化發展
• 消費習慣改變
– 樂活、小確幸、慢食
– 環保、減碳
– 或許也是公司爭相模仿推波助瀾
• 重視感官刺激
– 動漫、創意…

13. What’s next
• 體驗經濟
• Technology *

14. Tourism for 2015
1
• Design-led ‘poshtels’ across the UK are gaining
in popularity among stylish and cost-conscious
Brits.
• Wearable devices such as smartwatches and
Google Glass are expected to drive travel’s
next phase of e-commerce as they go
mainstream by 2016.
• Peer-to-peer dining is on the menu in Europe
as new start-ups offer visitors in-home meals,
cooking lessons or guided food tours.

15. Tourism trends for 2015
2
• The rise in popularity of cycling in the
Americas poses a threat to golf tourism as
middle-aged men swap their clubs for their
bikes.
• Hotel chains are offering reward schemes set
up to encourage ‘braggies’, where guests take
photos of the hotel and share the images on
social media.

16. Tourism trends for 2015
3
• Africa is tipped to become the surfing capital
of the world as its countries benefit from
intra-regional and domestic travel.
• The Middle East is repositioning itself with
design tourism in an effort to revitalise visitor
arrivals and attract creative minds.
http://www.dailymail.co.uk/travel/
travel_news/article-2819230/Posh-
hostels-home-cooked-meals-
prepared-strangers-ll-surfing-
Africa-travel-trends-2015-
revealed.html

17. Tourism trends for 2015
4
• WeChat has emerged as a viable sales channel
for Chinese travel companies.
– 國家旅遊局官方微信
– 重點推送國家旅遊局重要政務信息、重要旅遊
新聞、文明旅遊理性消費等提示警示信息以及
旅遊安全等公共服務信息
• India’s rail network is expecting an increase in
online and mobile bookings

18. Travel Trends for 2015
1
• Adventure Travel That Gives Back
– Once a lifetime–
– WHOA
• We’re all about bringing women from around the world
together to take on chakkenges.
• Destination Marketing With Virtual Reality

19. Travel Trends for 2015
2
• Local Experiences
– Black Tomato bespoke luxury adventure company
• Visit bossa nova musician in Brazil or a private tour of
the Sydney Opera house with a local vocal coach
• Multigenerational Aspirational Trips
• Hotels Embracing Technology
– Keyless services
http://www.travelchannel.com/interests/hot-topics/articles/travel-trends-for-2015

20. Eatwith local people
founded at 2012

21. booking and tourism guides
on the web
• Jalan  Japan
• Airbnb
• braggies

22. 市場 vs 研究
• 有哪些研究觀點可以聯想
• 配對樂

23. 構想技術 1
• 屬性替代法
– 可用什麼替代原功能，卻更有吸引力
• 龍貓型公車、ipod
• 強迫關係法
– 結合兩種或以上看似無關的事物，結合出新奇
構想
– 手機+ATM； 手機+ 醫療
23

24. 構想技術 2
• 結構分析法
– 產品的組成要素分解，以另一種方式組合；基
因重組，舞者由觀眾席跳出
• 逆向假設分析法
– 挑戰常見的習慣與假設，發展新想法；上課方
式
• 全新情境法
– 想像一個新的情境，套用到日常生活或某服務
環境；快樂明亮的醫院
24

25. 構想技術 3
• 心智圖像法
– 概念接力賽，某事聯想到某事…延展後再分析
• 腦力激盪法
– 讓一群人 (6~9)…滾雪球方式發展
25

26. 研究發想

27. Vila, 2015
• Title
– Competing for the disability tourism market – A
comparative exploration of the factors of
accessible tourism competitiveness in Spain and
Australia
• 預期目標
– determining the factors of tourism destination
competitiveness for disability
– present a ranking of competitiveness factors for
accessible tourism destinations

28. 方法與模型
• Crouch's Conceptual Model of Destination
Competitiveness
• based on PWDs’ accessibility needs,
destination resources and attractions,
compare the competitiveness factors between
the two countries
• clustering analysis

29. Vila, 2015
• 研究對象 people with disabilities (PWD)
• 過去研究關注
– the constraints faced by tourists with disabilities
– market dynamics
– Motivations
– information needs
– cross-country comparisons
– approaches to disability discrimination…
– Recently, examined the processes required to
incorporate disability related considerations within
tourism policy, planning and development

30. Why PWD?
• 15% of the global population
– a significant relationship between ageing and
disability
– with disability rate increasing as people age
– 且若關注，則會有下列族群受益
– pregnant women
– temporary transitory disabilities
– families with young children.

31. Why Au. and Spain
• both countries display appropriate histories
and track records in access/accessible tourism
initiatives
• have well-developed tourism statistical
foundations that can be used to benchmark
accessible tourism

32. 細部定義
• Competitiveness: Ritchie and Crouch (2003);
– the ability to increase tourism expenditure, to
increasingly attract visitors while providing them
with satisfying, memorable experiences, and to do
so in a profitable way, while enhancing the well-
being of destination residents and preserving the
natural capital of the destination for future
generations

33. Why Conceptual
Model of Destination Competitiveness?
• economic, technological, environmental,
political, legal, sociocultural and demographic
factors
• also note the influence of the micro
competitive environment, which is composed
of residents, employers, mass media, financial
organisations, business tourism
– Hong (2009) modified this model

35. Coghlan, 2012
• Facilitating reef tourism management through
an innovative importance-performance
analysis method

36. Why Reef?
• Within the field of tourism in protected areas
there have been a number of calls for greater
understanding of destination, attraction or
service attributes
• reef heavily reliant on their environmental
condition, which under increasing pressure
from human activities

37. Method
• importance-performance analysis (IPA)
– developed by Mikuli’c and Prebe’zac (2008) in an
airline setting,

38. 研究
• 過去研究關注
– 環境與旅客數的交互作用
– the size of the dive group and the price of the dive
– weather, staff and infrastructure have been shown to
be important in the GBR
– These studies highlight both the mix of attributes that
– the need to consider a range of attributes (natural,
social and operational) in reef visitor satisfaction
studies.
– 可參考marine-based tourism, gap of expectation and
experience

39. 研究模型

40. 結果