本論文共七章二十八節，六萬餘字，分述如下： 第一章：緒論，分五節。 第二章：理論基礎及文獻回顧，分三節。 第三章：研究方法，分六節。 第四章：區隔日本來台觀光客市場，分四節。 第五章：日本觀光客來台前後對台之印象分析，分三節。 第六章：台灣在觀光市場上的定立分析，分三節。 第七章：結論與研究涵意，分四節。 內容乃在研究現存六十幾萬人的日本來台觀光客市場，了解市場的需求，選定目標市 場，進一步擬定行銷組合策略，提昇對台灣的形象，達成對潛在觀光客的廣告效果， 促使觀光事業更進一步蓬勃發展。

台北捷運通車至今已達十年，雖然隨著路網擴展乘客漸增，但根據統計資料顯示汽機車的持有不減反增，且目前搭乘情況距離政府設定搭乘大眾運輸運具比例達60%之目標仍有相當的成長空間，顯示仍有相當比例的民眾不使用或不願意搭乘捷運。另外，全球觀光客已將台灣視為消費平價的觀光地點，又根據文獻發現60％的遊客於旅遊時會將交通列為首位，而台北市是一個相對發展良好且充滿國際化的都市，並有較完整的大眾運輸系統，為了提升大眾運輸使用率，因此，影響使用者搭乘捷運的因素為何，又國人與國際觀光客的看法有何差異便值得探討。 從相關文獻探討中可知影響消費者搭乘捷運的因素，包括：搭乘捷運能快速到達目的地、等車時間短、捷運準點性高、搭乘環境是安全的、搭乘環境是舒適的、捷運票價合理、捷運車站內設施乾淨、提供外語的資訊導覽、有充足的無障礙設施、捷運車站周邊人行步道設計舒適、捷運車站周邊的業種多元、捷運車站附近逛街方便、捷運車站服務人員態度友善專業、容易了解如何搭乘捷運、捷運轉乘系統方便、捷運資訊充足、捷運系統資訊標示清楚、捷運車站設計具有地方特色、捷運車站設計具有景觀意象、捷運車站為顯著的地標、住宿地點緊鄰捷運站、捷運至觀光遊憩地點具方便性、捷運系統能串連許多景點等。 本研究之目的在於調查國人與國際觀光客搭乘捷運之體驗與評價，透過因素分析所粹取出的構面來瞭解搭乘捷運所重視的因素，本研究分別調查304位國人與312位國際觀光客，研究結果顯示，國人與國際觀光客分別在社經特性、旅遊行為及搭乘捷運經驗上，對於搭乘捷運重視因素有顯著性之差異，最後針對分析結果提出三大努力目標與策略：（1）高可及性的運輸系統：提高可及性、完善轉乘系統、串連捷運周邊景點；（2）豐富的資訊系統：提供完善資訊、提升服務人員專業性；（3）友善鮮明的空間與多元的使用：注入設計感、增添形象性、多元化土地使用、人性化步道設施等，以供提升大眾捷運系統使用率的參考。 / Taipei MRT has already operated more than ten years. Though the basic traffic network has been built up to serve more citizens, the number of cars and motorcycles is still increasing. Moreover, only 60% of targeted people set by the government use public transportation system but actually it is less than expected. The evidence shows that some people are unwilling to take Taipei MRT or do not use it. Of all cities in Taiwan, Taipei is fully internationalized and best-equipped with a completed metro public transit system. Taipei MRT Company is trying to increase number of inbound tourists by providing a better travel experience and designing different marketing strategies to increase better MRT tourism attraction. Therefore, the important factors influencing people and inbound tourists to take Taipei MRT are worth studying. According to the related studies, this study analyzes those factors influencing people and inbound tourists to take Taipei MRT. The factors include efficient, short waiting time, on-time, safe and reliable, comfortable, reasonable ticket price, clean and neat environment, multi-language interpretation, sufficient handicapped facility, comfortable pedestrianization, diversified functions of land use, convenient for shopping, friendly service people, easy process, convenient transfer system, abundant information, clear signpost, unique interior design, good landscape design, distinctive landmark, close to the hotel, convenient to sightseeing spot, attached to tourism spots et al. Thus, this study aims at exploring the factors influencing the people and inbound tourists to take Taipei MRT. This study first conducts 616 samples by using a closed-ended questionnaire. Then it employs exploratory factor analysis (EFA) to derive meaningful and uncorrelated factors. Further, it analyzes whether people and inbound tourists with different background and carriage behavior have difference in influential factors of taking Taipei MRT. Finally, based on the result of factor analysis, it provides three main goals and suggestions for promoting people to take Taipei MRT. The three main goals include: (1) The high accessible transportation system: advance the access, improve the transfer system, and attached to tourism spots along Taipei MRT line. (2) Abundant information system: offer sufficient information and improve the services people more professional. (3) Friendly, distinct space and diversified use: create the stations with full of image and design, diversified land use, and humanized pavement facility.

雖然傳統線性時間數列在預測上已被廣泛的使用，但是在一般的時間數列中或多或少都會有結構改變(structural changes)的現象，我們往往很難找到一簡單的線性模式來詮釋資料中普遍存在的非線性(nonlinearity)結構，同時隨著模糊理論的興起與區間軟計算(soft computing)的發展，區間預測(interval forecasting)已成為未來研究的重點。本文應用模糊分類法(fuzzy classification)，找出結構改變的位置，藉此發展出非線性的區間門檻自迴歸模式(interval SETAR model)，再以「來臺觀光客人數」與「新臺幣兌美元匯率」作為實例，建構兩種區間門檻自迴歸模式與區間ARIMA模式並比較之，結果顯示兩種非線性的預測效果都比線性模式好。

據韓國觀光公社的統計資料顯示，在台灣、中國大陸、香港、日本、新加坡、泰國等亞洲國家有韓流現象。國家的韓流風潮從韓國電視劇開始，緊接著帶動韓國流行音樂、電影、服飾、美容、整形、線上遊戲、手機、汽車等各方面的流行。藉著韓流潮流，亞洲地區的國家漸漸認識了韓國，也改變對韓國的國家形象，然而，實際上這些韓流潮流對這些亞洲國家的民眾是否有其影響？ 因此，本研究想探討的是，亞洲國家興起的韓流狀況，瞭解此現象的流行程度與範圍，進一步，觀察韓流風潮盛行的亞洲國家非移民觀光客進入韓國的數量，並從女性和年齡層變化加以探討韓流風潮的影響力。研究發現，亞洲國家在韓國電視劇進入當地之後，台灣、中國大陸、泰國等國家訪韓的觀光客數量有大幅增加；香港、日本、新加坡無顯著變化。再來，大部分的亞洲國家，進入濟州島的訪韓數量、女性的訪韓數量、20歲以下的訪韓數量於韓流高潮的2004-2005年期間有顯著成長。最後，本研究試著建議韓國政府未來該採取的發展方向。

自1949年國民黨政府播遷來臺，兩岸分治從軍事對立與衝突時期（1949-1978）至相互對峙互不往來（1979-1987），直到1987年我宣布解除戒嚴令，基於人道及親情考量，開放民眾赴大陸探親，方開啟我方與大陸之交流。並於2002年1月1日起，開放大陸地區人民來臺觀光，2008年新政府規劃將從7月4日開始，陸續擴大開放大陸人民來臺觀光，預估每年將有110萬人次。就國家安全觀點，尤其有無情報人員藉此來臺滲透、蒐情？實值深入研究與探討。 由於中共至今並未放棄以武力犯臺的意圖，其中來臺觀光對象中之特殊人員，在入出境審核作業上，亦以國家安全為主要考量，為謹慎評估威脅國家及其利益的範圍，在確定威脅之後，下一步驟是發展應變，並保護國家利益的政策設計。致本文在研究方法上，採用文獻分析法、歷史研究法及個案研究法來分析相關資料，並就已查獲之共諜案例研究分析。 本文希望藉由研究結論建議政府相關單位，在規劃擴大開放大陸來臺觀光，更應防範大陸人士假藉觀光名義來臺從事「交通」或滲透之實，並提出更有效國家安全管理機制。 / Since the Kuomintang government withdrew to Taiwan in 1949, Taiwan and Mainland China are divided ruled from the period of military conflict (1949-1978) to the period of non-mutual contact(1979-1987). Until 1987, our government based on the considerations of humanitarian and family ties and announced lifting the Martial Law, then opened residents to the mainland to visit their relatives. And since January 1, 2002, our government opened more mainland people to Taiwan for sightseeing, in 2008, the Kuomintang government won the Presidential Election and plan to continuously open wider to the mainland people to Taiwan for sightseeing by the estimation of annual 1.1 million. From the view point of national security, particularly the Intelligence personnel may infiltrate to Taiwan to make intelligence collection. So,it is worth profound study and discussion. As the Mainland China has not given up the intention to armed invasion of Taiwan, The Intelligence personnel pretended tourists are the main targets in the entry and exit audit operations. For cautious assessment of the scope of threats to national interests and for the protection of national interests to develop contingency plans and the policy Planning, this study take the use of Literature analysis , historical research and case studies ,especially focus on a total of the seized spy case study analysis. We hope that the conclusion of the study would be taken into account by the relevant government units in the planning of further opening up the mainland to Taiwan for sightseeing. in the meanwhile, the relevant units should guard against the guise of mainland tourists to Taiwan in the name of "traffic" but clandestine communication or infiltration in reality, and make more effective national security management mechanism.

觀光客倍增計畫自二○○二年制定，是六年國建的國家重點發展計畫。而其中北部海岸旅遊線向來是觀光客最多的旅遊線，轄區內的東北角暨宜蘭海岸國家風景區也因勢在觀光政策行銷有許多改善。本研究以東北角風景區為個案背景，從政策行銷角度探討觀光客倍增計畫下的行銷過程。藉此增加政策行銷理論的應用性，並提供相關個案未來在觀光政策行銷上之參考方向。 本研究以Crompton和Lamb的策略行銷規劃模式為主要架構，再依個案所需有所增減。而將政策行銷流程大致區分為三階段─分析、規劃與評估。分析部份探討個體與總體環境、市場與定位。規劃則根據目標市場訂定行銷策略組合。最後於評估階段檢視行銷策略的實際運作過程，是否達到效率性、效能性與回應性。 研究方法採取文獻檢閱與深度訪談，包含政策的主管單位與政策利害關係人，希望透過不同角度探討問題，以達相互印證之效並切合顧客導向之行銷理念。 研究發現在個案在政策行銷的分析階段，政治環境因素影響最大，同時也是政策行銷與商業行銷的根本差異之處。受限於此，致使無法全然仿效私部門行銷策略。目標市場選擇從差異化行銷到無差異行銷，以求服務到極大多數的顧客群。行銷策略組合規劃與執行階段，產品策略仍需創新產品，以求更加符合定位並突顯與競爭者間差異性。價格策略以對內運作開源節流、對外重視公平效率為導向，顯示政策行銷有別於商業行銷之差異。通路策略中交通系統與資訊提供間尚需更加整合以建立密集通路。推廣策略可多朝向國際宣傳努力，並結合夥伴策略，透過綿密的網絡治理結構，創造更佳的觀光政策行銷效益。

在自媒體時代下，每個人都可簡單創立一個自媒體，使讀者在旅行的過程中得以參與照片的產製，共同塑造一地的城市意象。本研究將觀察場域設定為以照片為主的社群平台Instagram，研究標的為－上海。藉由Kevin Lynch的城市意象理論、Fakeye & Crompton的原始意象、誘發意象、複合意象理論，探討讀者抵達上海前後的差異與如何藉由照片形成複合意象，進而探討一座城市的意象如何經由照片被形塑以及讀者眼中的城市意象的構成元素與自媒體時代的關係。 研究發現，讀者的原始意象多來自朋友間主觀性的評論。抵達上海前的原始意象多指向繁華、中西合併的國際化都市，抵達後的意象較多元而衝突，特別對於人民的文化素養有所描述。在自媒體時代下，Kevin Lynch的五大要素除邊界外，其他皆仍存在自媒體上，新增人物、食物、建築空間等三大新要素。 從讀者所提供的照片歸納出以人物、標誌物兩種要素佔比最高，根據深度訪談分析讀者上傳照片的原因，如：特別、值得紀念、實現夢想、覺得自己美、心情美好、感到優越。進而從照片中發現，在自媒體時代下「我」的主體性被凸顯，使照片中充分展現自媒體時代的特色。 / In an owned media era, people can create owned media easily. They can always share photos during their travel time and shape urban images together with other readers. With the experiences of the author and consider the suitability of samples, this research will be based on Instagram, a social media platform focusing on photographs, and targeted on Shanghai. With “The Image of the City” of Kevin Lynch, “Original Image”, “Induced Image”, and “Complex Image” of Fakeye & Crompton, this research will be analyzing the difference between interviewees’ image towards Shanghai before and after visiting, and how they shape their urban image through their uploaded photographs. Through the research, the author wish to discuss the relationship between the constitute elements of urban image by different readers and the aspects of owned media era. After the research, the author found out that readers’ original images come from subjective comments of their friends. Most original images include seeing Shanghai as a prosperous, diverse and an international city. Images after visiting start to diverse and conflict, especially on cultural literacy of the people in Shanghai. In own media era, four of the five elements, except for Edges, of Kevin Lynch are still applicable. In addition, the author established another important elements, people, foods, and spaces. The photos provided by readers can be classified into people and landmarks. Through analyzing interviews, the reasons of uploading pictures are mostly things that are special, things or events that are memorable, dreams come true, photogenic, in a good mood and feeling superior. The author concludes that under owned media era, the subjectivity of “I” has been highlighted from the uploaded pictures and that also brings out the aspect of owned media era.

《自由談》是戰後台灣第一本暢銷國內外的民間雜誌，發行時間從1950年4月到1987年11月為止，沒有官方撐腰而能歷經整個戒嚴時期，並取得巨大成功，是來自於雜誌背後所擁有的海派文化資本、商業手腕，以及因地制宜的在地轉化。本論文以《自由談》為中心，首先比較民國上海《旅行雜誌》，踏察海派文學／文化與台灣當代文學／文化的關聯。其次藉由觀光客凝視（The Tourist Gaze）、世界主義（Cosmopolitanism）和美學世界主義（Aesthetic Cosmopolitanism）等理論，分析《自由談》裡最大宗的國內外遊記，說明藏匿在官方論述保護色之下的「世界想像」，有意無意溢出戒嚴臺灣所限制的禁忌究竟為何。最後集中關注《自由談》的小說，一樣先分析海派小說的在地化轉變，說明如何可能成為台派鴛鴦蝴蝶小說；之後再聚焦以國外為主要敘述空間的嚴肅小說，討論這些小說如何區分自我與他者、確認差異（difference）和認同（identity），進而隔海回望，漸漸打造出不同於官方主導文化、嶄新的「台灣想像」。 / The Rambler（《自由談》） was the first private magazine in post-war Taiwan that sold well domestically and internationally. Published from April 1950 to November 1987 without government support, the magazine thrived throughout the entire martial law period because of the combination of the cultural capital of the Shanghai School, effective business tactics, and a local transformation that underpinned its operation. In this study, The Rambler and its predecessor, China Traveler（《旅行雜誌》）, were compared to investigate the relationship between the Shanghai School literature and contemporary Taiwanese literature. Travelogues collected in The Rambler were subsequently analyzed through the perspectives of tourist gaze, cosmopolitanism, and aesthetic cosmopolitanism to illustrate how the world imagination was influenced by the ruling Nationalist Party, which, wittingly or unwittingly, revealed officially stated taboos in Taiwan under martial law. The local transformations in the Shanghai School fiction reflected in The Rambler were also discussed in this study. Finally, fiction in The Rambler with settings that occurred beyond the borders of Taiwan were examined to discuss how characters in these fictions distinguish between the self and the others, perceived their difference, and identified with their identity to create a different imagination of Taiwan from the officially created one.

本論文主要在研究來台的大陸觀光客，在旅遊零售商店所表現的消費行為及衝動性購買行為。有別於以往以顧客的觀點來探討衝動性購買行為，本研究想要從服務陸客之銷售人員的角度，在與陸客互動的過程中，探討大陸消費者的行為；採用由銷售人員填答問卷的方式，收集他們的看法與觀察，作為實證研究的基礎，以進一步了解影響來台大陸觀光客的消費與衝動性購買行為。 本研究透過完整的架構，先介紹一般的消費行為及影響衝動性購買的相關理論與成因，再藉由問卷調查的方式，以銷售服務人員的觀察，來探討哪些變數，明顯影響大陸觀光客在旅遊零售通路的消費表現與衝動性購買行為。主要的探討與研究範圍包括：零售銷售服務、旅遊零售業特性、精品零售業、台灣旅遊零售業概況、來台大陸觀光客現況等，並進行質性訪談與問卷調查，以所蒐集的資料做統計分析與驗證比較，希望藉由量化的探索式研究，來解析目前以團體為主的大陸來台觀光客之消費行為與衝動性購買行為的形成原因。 總體來說，根據統計分析的結果發現，陸客的購買決策受到價格、折扣的影響力超乎預期，而且受到同行團體的影響也相當大，就是陸客個人會接受群體的意見，有順從團體規範的傾向，即所謂的從眾行為。反而是服務人員的銷售服務，對陸客的購買決策並無太明顯的影響力。所以，根據本研究的實證結果發現：除了消費者的個人因素，社會文化背景的因素可能是造成陸客產生從眾行為，進而影響他們衝動性購買行為的主要原因。 雖然台灣與大陸都屬大中華民族，在地域上屬於同一個文化區，然而，台灣受到日本百貨零售業的影響，零售銷售市場已經非常成熟，消費者比較早建立消費意識，銷售服務水準也比較進步；而大陸則到1979年才改革開放，仍屬於開發中國家，在消費習慣與銷售服務上與台灣的消費市場有一段差距，因此，中國顧客可能需要一段時間的改變，才能趕上已開發國家的消費模式與購物水準。 由於政府對於大陸觀光客的自由行可能會在近期開放，這個因觀光產業延伸出的商機與產值是非常可觀的；加上陸客普遍的衝動性購買行為，可能為台灣的旅遊零售業者帶來可觀的銷售金額。所以，本研究希望利用此次的研究調查結果，能幫助本地的旅遊零售業，更確實瞭解大陸顧客的消費特性與掌握他們的衝動性購買行為，並提供給旅遊零售業者，在訓練銷售團隊上的相關建議及策劃行銷活動時的參考，以期對於其營運管理與獲利有所助益。 / This study is mainly to explore the Chinese tourists’ consumer behavior and impulsive buying behavior at travel retailing stores while traveling in Taiwan. Different from other researches taking customer’ perspective, this study adopts sales associates’ point of view by conducting the questionnaire survey filled out by those who have experience in serving Chinese customers at travel retail stores. The questionnaires are targeting to collect the sales associates’ feedbacks and observations as an empirical research to find out the real causes of Chinese’ consumer behavior and impulse buying behavior in general. This research provides a comprehensive structure by starting an overall introduction of different theories about consumer behavior and impulse buying behavior, following by the elaboration of several topics, i.e. retail sales service, travel retail stores, luxury retails, the current status and development of both Taiwan travel retail industry and the Chinese tourists as consumers while traveling in Taiwan. Then, the quantitative and correlation analyses are made based upon the survey result of 143 questionnaires conducted in about two months and answered by about 150 sales associates from different travel retail stores. Therefore, the causes and the factors affecting the Chinese tourists’ consumer behavior and impulse purchase behavior while staying in Taiwan are thoroughly explored and overall understood. Basically, the findings from the questionnaire result are not quite the same as my initial hypotheses. First of all, Chinese customers are highly discount oriented as their purchase decisions are largely induced by discount offer and good pricing. Secondly, they are obviously affected by their tour companions (i.e. friends, family & members of group) and thus demonstrating so called the “herding” behavior, i.e. seeking the opinions from the group and usually conforming to the social norm. Moreover, Chinese customers do not really pay much attention to the performance of sales service provided by the sales associates. Therefore, the empirical results imply the social influence and culture background relatively cause Chinese customers’ herding behavior and thus bring out their impulse buying behavior. Regardless of the same nation, consumer shopping behavior in Taiwan and China may not be the same, given the different economic progress and retail development conditions. The retail industry, consumer awareness and sales services in Taiwan have reached a mature stage whereas that in China just taking off after 1979. Thus, it might take some time for Chinese to catch up with the customers of developed countries both in their consumption patterns and shopping behavior. With prospect of the opening of Chinese FIT (frequent individual traveler) market in the near future, Taiwan travel retail stores look forward to great expansion and substantial opportunities resulting from the impending growth of tourism business. Furthermore, the impulsive buying behavior will give the impetus to substantial sales revenue for those travel retail stores. Hence, the findings and evaluation from this research are expected to give some insights to their management team as well as to provide valuable information to their sales team for better understanding the Chinese consumers. Ultimately, it can practically assist travel retailers to effectively design their marketing activities and appropriately educate their sales team to provide Chinese tourists with the most satisfactory selling service