| Summary: | 碩士 === 國立中山大學 === 高階公共政策碩士班 === 103 === In recent years, there has been rapid development of tourism in Taiwan. Commencing from July 2008, the country has been opened up to tourism, which massively welcomes mainland Chinese visitors. Accordingly, the number of visitors coming to Taiwan skyrockets yearly: by the year of 2014, there were altogether 9.91 millions of people visiting Taiwan. Particularly, the mainland visitors contributed 3.98 millions to the figure, which represented approximately 40% of the entire foreign comers – the largest group of immigration for travelling. Undoubtedly, mainland visitors are influential in the Taiwanese tourism industry. Nevertheless, the issue of zero-charge tour groups which is triggered by the mainland groups, is making the national tourism prone to adverse image.
What are zero-charge tour groups? This study attempts to investigate the zero-charge tour groups utilizing the theory of asymmetric information. Through literature review and personal interviews, this study investigates the existing situations and the rationale behind these zero-charge tour groups. Furthermore, the findings contribute to devising countermeasures against zero-charge conflicts, thus resolving the asymmetric information and forecasting the market’s future prospects.
This study demonstrates the existence of an asymmetric information phenomenon in zero-charge tour groups. To settle the issue, the chief remedy will be enhancing information transparency. Solely speaking from the information facet, zero-charge tour groups will gradually decline owing to transparent information, although its market still takes place. The mainland’s rapid social and economic development and its information advancement exert influence onto consumers’ choice of travelling product types, because of the promotion of wise shopping altering tourists’ consuming behavior. In Taiwanese tourism industry, on top of pursuing continuous visiting influx, we should also pay attention to the quality upgrading, so as to be developing sustainably.
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