國民旅遊卡措施係源自公務人員休假補助制度，本是為鼓勵公務人員適度休閒以提升工作效率，增進行政效能，卻在與振興觀光旅遊產業之政策目的結合之後，使補助制度增加諸多限制－改以持用國民旅遊卡方式辦理，並限制於「異地」、「隔夜」、「非假日旅遊」、「特約商店」消費－鼓勵公務人員於休假時從事國內旅遊。本研究著眼於人事管理角度，探討國民旅遊卡措施能否對公務人員達到激勵效果，亦即探討四項使用限制與人口屬性對於此制度激勵效果之影響。本研究係以問卷為調查工具，研究對象為臺北市政府公務人員，共計發出問卷860份，回收問卷738份，有效問卷655份，回收率為76.16%。 研究結果發現： 一、現行強制休假補助制度以「公平感」之認知最為激勵公務人員。 二、國民旅遊卡使用限制中，「非假日旅遊限制」之認同最高，「特約商店限制」認同與此制度之激勵效果則最為相關。 三、不同的人口屬性影響特定的國民旅遊卡使用限制認同，「異地限制」認同受職務別影響，「隔夜限制」認同受婚姻、子女狀況及休假年資影響，「特約商店限制」認同受婚姻狀況、休假年資與服務年資影響。 四、年齡越大、每年休假天數越多、月收入越高或服務年資越長之公務人員，此制度所發揮的「整體」激勵效果越低；越能認同異地限制、隔夜限制、非假日旅遊限制、特約商店限制之公務人員，獲得此補助制度的「整體」激勵效果越高；部分人口屬性與國民旅遊卡各項使用限制認同，亦對不同的激勵效果面向有影響。 五、相較於人口屬性之影響，國民旅遊卡使用限制認同對於強制休假補助制度激勵效果的解釋力較大。 基於以上之研究發現，本研究做成以下之建議：欲有效提高此制度之激勵效果，應放寬特約商店限制，例如，使特約商店更為普及，採負面表列的方式，於少數店家消費才不得核銷國民旅遊卡。相關單位也必須進行宣導，建立公務員有關旅遊休閒消費的正確價值觀。此外，應針對不同年資之公務人員設計不同的強制休假補助制度。若要使強制休假補助制度具備更有力的人事管理意義，則可使其與績效制度結合運作。 / The Civil Travel Card, an idea originates from the vacation regulation subsidy system, was designed to increase work efficiency and administrative effectiveness through encouraging public servants to have appropriate leisure activities. With the intention to prosper the tourism industry in Taiwan, the Civil Travel Card was designed to link up with many policies thereof. However, this intention generated many restrictions, such as “valid only if used in places other than their working districts”, “valid only if stay overnight”, “valid only if used on non-holidays”, and “valid only if used in certain permitted stores”. Accordingly, this research aims at probing into the different motivational effects of these restrictions from the perspective of personnel management. This research conducts quantitative methods and uses questionnaires as the primary tool. The research subjects are the official public servants in Taipei City Government. 860 questionnaires were issued and got 655 as valid returns. The response rate is 76.16%. Results of this research include: 1. “Sense of fairness” in the current mandatory vacation regulation subsidy system is the most effectual factor of motivation. 2. Among all the restrictions, the restriction of “valid only if used on non-holidays” is the most accepted one by the public servants; the restriction of “valid only if used in certain permitted stores” has the highest positive relationship with the motivational effects. 3. Different geographic characteristics of the subjects influence the motivational effects. The motivational effect from the restriction of “valid only if used in places other than their working districts” is subject to change by people’s positions in the organizations; the motivational effect from the restriction of “valid only if stay overnight” is subject to alter by people’s marital status, children condition and their seniority in the organizations; the motivational effects from the restriction of “valid only if used in certain permitted stores” is subject to differ by people’s marital status and seniority in the organizations. 4. The design of Civil Travel Card only has limited motivational effects for public servants with higher income, more in age, or more seniority. The aggregated motivational effects are higher for those who accept all of the four restrictions. Also, certain geographic characteristics and the restrictions affect the motivational effects differently. 5. Compared with the geographic characteristics, the four restrictions of the Civil Travel Card have more explanatory power for the motivational effects of the subsidy system. Based on these findings, this research provides recommendations as followed: Firstly, the government should loosen the regulations about the permitted stores to enhance the motivational effects. For example, the government needs to issue more permission to more stores or provide a list of the “inappropriate stores” where Civil Travel Cards cannot be used. Secondly, authorities concerned should inculcate the public servants with proper concepts and values about leisure activities and consumption. Finally, the vacation regulation subsidy system should be flexible and adjustable to different public servants to maximize its effectiveness. The vacation regulation subsidy system would be more effectual if it can be operated together with the Merit System.

國民旅遊卡冀望帶動全民非假日旅遊風潮，提振國內觀光旅遊產業景氣，解決結構性及中高齡失業問題，促進區域平衡，使全民受惠，結合公務人員強制休假補助制度，鼓勵從事觀光休閒旅遊活動，紓解工作壓力，樽節國庫開支，改善政府財政負擔。國民旅遊卡施行迄今已屆滿七年，其間經過不斷地修正，所衍生問題是否獲得解決，消費限制措施之必要性，政策目標是否已達成，值得再進一步的探討，引發本研究的動機。 目前國內國民旅遊卡相關研究，多以單一年度同一縣市內特定公務機關或背景身分者進行研究分析，並以滿意度、持用態度與對旅遊之影響及政策執行與問題等面向探討為主，本研究擬以跨縣市不同公務機關、公營事業、各級學校所屬公務人員為對象，並以97及98年度使用國民旅遊卡的歷史經驗，分析其旅遊行為、空間分佈、滿意與認知程度，提出建議供政府主管機關作為改進強制休假補助措施，同時提供旅遊相關業者作為提升經營效益參考依據。本研究方法為問卷調查法，回收有效問卷計518份。 經本研究實證分析結果發現： 在旅遊行為方面，從事國內旅遊的資訊來源為「網路資訊」，選擇旅遊地點的理由為「喜愛旅遊地點」，旅遊動機為「增進親子或家人關係」，旅遊種類為「自然景觀活動」，旅遊方式為「自行規劃」，使用交通工具為「汽車」之比例最高。休假次數集中在「一次」及「二次」，平均休假日數分別為4.05日及4.17日，「工作忙不易排休」的比例仍高，強制休假制度不易落實，另就消費項目來看，選擇「購物」及「餐飲」的比例高於「旅遊/住宿」，對於結合國民旅遊卡鼓勵公務人員從事休閒旅遊活動的效果有限。 就空間分佈而言，北部地區的「台北市」、「台北縣」、「宜蘭縣」，中部地區的「台中市」、「台中縣」、「南投縣」，南部地區的「屏東縣」、「高雄市」及東部地區的「花蓮縣」、「台東縣」為前十個旅遊縣市，然而看似平均分佈的旅遊地點，仍可發現公務機關數較多的台北縣市、台中縣市等都會地區公務人員，選擇以鄰近縣市旅遊為主，其他縣市為輔，隨著異地隔夜限制規定的放寬與取消，選擇就近旅遊的情形將更加明顯，對於冀望藉由國民旅遊卡帶動地方經濟發展，縮短城鄉差距的政策目標顯有落差。 對於國民旅遊卡的滿意與認知程度問卷結果均呈現中間選項，凸顯公務人員對該政策的冷淡反應及消極面對心態，且多利用短期休假將補助額度用完，對觀光旅遊產業的挹注僅止於休假補助費的移轉，加上政府積極開放陸客觀光旅遊的態度，國民旅遊卡對於刺激經濟發展、提振觀光旅遊產業的政策意義顯已不高。 關鍵字：國民旅遊卡、旅遊行為、空間分佈、滿意度、認知程度 / The purpose of National Travel Card is to promote the trend of weekday travel and to enhance domestic tourism industry, which could solve issues of structural and middle-aged unemployment and benefit citizens by facilitating regional balance. Other purposes include encouraging public servants to travel during their compulsory vacations, reducing national expenses, and alleviating fiscal burden. National Travel Card has been implemented for seven years, during which derivative problems have been continuously amended. However, it is imperative to investigate the necessity of consumption restrictions and whether the goals of policy have been achieved. Current studies on National Travel Card mostly focus on single year, specific public institutions in the same city/county, or personal backgrounds; issues covered in these studies are often concentrated on the influence of user attitudes on their travelling behaviors and issues of policy implementation. By contrast, this study investigates civil servants, public enterprises, and schools as subjects, and refers to the usage history of National Travel Card in 2008 and 2009 to analyze users’ tourism behaviors, spatial distribution, satisfaction and cognition. This study then proposes suggestions for government authorities to improve the compulsory vacation system and simultaneously provides tourism business operators with business efficacy guidelines. Questionnaire survey is conducted, and 518 valid samples are collected. Empirical research findings suggest that: With respect to travelling behaviors, the main source of domestic tourist information is “online information”; the main reason for selecting a particular tour location is “fond of the tour location”; the primary motive for travelling is “to foster parent-child relations and maintain ties with family”; the most common travelling mode is “self-planning”; the most frequently used mode of transportation is “automobiles”. Frequency of vacation is around “once” or “twice.” The average vacation days are respectively 4.05 and 4.17 days. A high percentage of respondents reported that “they are busy working and cannot afford to take time off,” indicating that compulsory vacation leave is not easy to be put into practice. In terms of consumer items, more respondents choose “shopping” and “dining” rather than “travelling/accommodation.” Therefore, National Travel Card has limited effects on encouraging civil servants to participate in travelling activities. With regards to spatial distribution, the top ten popular tourist cities are Taipei City, Taipei County, Yilan County, Taichung City, Taichung County, Nantou City, Pingtung County, Kaohsiung City, Hualien County, and Taitung County. Under this seemingly evenly distributed location, it is found that civil servants of Taipei and Taichung prefer to travel around their neighboring cities over other cities/counties. As restrictions of travelling loosen, the pattern of travelling to neighboring cities will be more obvious. Hence, the policy goal that orients at minimizing the rural-city gap and promoting local economy by implementing National Travel Card is not particularly successful. Respondents reported moderate satisfaction and cognition of National Travel Card, revealing civil servants’ indifferent and passive attitudes toward the policy. In addition, they often use short-term vacation to use up the subsidy quota; as a result, the support for tourism industries is limited to the subsidy quota. Furthermore, since the government is now more open to Chinese tourists, the policy that orients National Travel Card to stimulate economic development and tourism industries is not promising. Keywords: National Travel Card, travelling behaviors, spatial distribution, degree of satisfaction, degree of cognition