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作者:NGUYEN CHAU KIEU OANH
作者(英文):NGUYEN CHAU KIEU OANH
論文名稱:從權益關係人觀點探討中國包機旅遊對越南芽莊觀光產業之影響
論文名稱(英文):Stakeholder perspectives on the impact of Chinese charter flights on tourism sectors in Nha Trang, Vietnam
指導教授:遲恒昌
指導教授(英文):Heng-Chang Chi
口試委員:陳麗如
張育銓
口試委員(英文):Li-Ju Chen
Yu-Chuan Chang
學位類別:碩士
校院名稱:國立東華大學
系所名稱:觀光暨休閒遊憩學系
學號:61053A010
出版年(民國):108
畢業學年度:108
語文別:中文
論文頁數:230
關鍵詞:包機旅遊權益關係人中國團客一條龍模式
關鍵詞(英文):Chinese charter flightstakeholdersgroup packagewhole dragon model
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1990年代是越南成為熱門的旅遊目的地,觀光產業蓬勃發展,帶動越南的經濟快速成長。芽莊在越南中南部慶和省的一座海濱度假城市,擁有藍天碧海與各種特色的景點形成了特殊的度假感受。這幾年來,包機旅遊在芽莊日益成長,像是從:中國、俄羅斯、韓國等各國包機旅遊;從 2014年至今,中國遊客成為芽莊最大的客源,對芽莊的經濟與旅遊發展帶來正反兩面的影響。本研究旨在探討中國包機旅遊對越南芽莊觀光產業的影響;主要目的在瞭解中國包機團客來芽莊的狀況,及如何影響到芽莊旅遊市場,並進一步瞭解從業者面對中國市場的態度。本研究藉由質性研究之深度訪談方式,進行訪談25位在越南芽莊從事服務遊客的觀光人員,分為華語導遊、越南「地接社」OP(operator)和中國「組團社」OP、購物店人員、餐廳從業人員、飯店從業人員以及遊覽車司機。此外,研究者以實習生身份全程參與三個來自中國中北部城市的旅行團,分別為兩個4天3晚的行程和一個6天5晚的行程並進行觀察,採用不同的方式獲取資料更完善理解其現象。
本研究結果發現自從2014年至2019年,中國包機遊客前往芽莊旅遊日益增加,其原因為越南芽莊是一個擁有濱海沙灘的新目的地、包機抵達的便利性、行程便宜。由於不同期間與不同的客源前往芽莊的中國包機旅遊產品有不一樣的分類,在芽莊的包機產品都以「購物團」為主。中國遊客前往芽莊旅遊日益增加除了給越南人帶來工作機會、收入增長之外,其所造成的負面影響亦不少,最明顯是「一條龍」的經營模式。中國業者幾乎影響到在芽莊的整個旅遊市場,從發團、接待團、操作團、帶客人去餐廳用餐再進購物店購物,全部這些地方都由中國人經營的(地接社、餐廳、購物店);而且在芽莊的中國包機旅遊模式,「購物店」的扮演非常重要的角色。

In the 1990s, Vietnam tourism, especially Inbound tourism has rapidly expanded and annually turned itself into an essential element of the whole economy background. Located in the central of Vietnam, having miles of breath-taking scenery, Nha Trang has become a unique coastal city ever since the beginning of tourism. Recently, charter flights have become more common and they have operated more and more regularly in Nha Trang, especially with tourists from countries such as China, Russia, Korea and Taiwan. In the end of 2014, tourists from China have made up the largest portion of Nha Trang tourists. Consequently, that raises the question of pros and cons related to Nha Trang tourism development. The purpose of this study is to discuss the influence and impact of Chinese charter flights on the tourism industry of Nha Trang. Particularly, the main focus is on describing the current situation of package tours of Chinese tourists in Nha Trang. As a result, it will discuss the perspective of stakeholders of the package tours designed for Chinese tourists in Nha Trang.
Semi-structural interviews were conducted with 25 members of customer service staff on site. In addition, the researcher participated as a tour guide trainee for three different tourist groups to carry out participant observation during two four-day-three-night and one six-day-five-night Chinese group package tours.The data was collected by using different methods, namely Semi-structural Interviews, participant observation and online newspapers/articles collecting to achieve methodological triangulation and better understanding of the phenomenon achieve method triangulation as well as to gain a better understanding of the phenomenon.
The findings suggest that since 2014, the number of Chinese charter flights to Nha Trang grows constantly, because Nha Trang is up-and-coming destination with beautiful beaches, convenient charter flights and low-price package tours. The products of Chinese charter flight in Nha Trang are distinct from one another as a result of different periods and customer base. Most of the travel agencies in Nha Trang have provided tours which include shopping activities. The gradual increase of Chinese tourists to Nha Trang creates job opportunities for local people, but also causes negative effects. The monopoly model –“ Whole dragon” (yi-tiao-long) virtually affects charter market as a whole. Chinese tourism businesses try to control all tourism activities. They begin from sending Chinese tourists to the destination by Chinese tourism agencies, greeting, guiding and only leading tourists to the restaurants and shops that are run by Chinese tourism businesses, rather than businesses owned by locals in Nha Trang. Moreover, shops also play a very important role in Chinese charter tourism model in Nha Trang.
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 10
第三節 研究問題與研究目的 16
第二章 文獻回顧 17
第一節 旅遊產品與目的地意象相關討論 17
第二節 包機旅遊對觀光產業相關討論 25
第三節 權益關係人相關討論 38
第三章 研究設計與研究方法 43
第一節 研究設計 43
第二節 研究方法 54
第三節 參與觀察 55
第四節 資料分析 61
第五節 研究倫理與信效度 63
第六節 研究者的反思 65
第四章 研究分析與討論 69
第一節 越南芽莊的中國包機旅遊的概況與分析 69
第二節 中國包機觀光對越南芽莊旅遊市場的影響 99
第三節 越南芽莊旅遊市場權益關係人面對中國包機旅遊的態度 151
第五章 結論與建議 174
第一節 結論 174
第二節 研究限制 180
第三節 研究建議與實務建議 181
參考文獻 184
附錄一 198
附錄二 199
附錄三 201
附錄四 219
附錄五 224


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二、 網站部份
(一)中文部分
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(二)越南文部分
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An Bình(2018)Đến Nha Trang mà ngỡ như đang ở phố Tàu, nước Nga[在芽莊旅旅遊卻有在中國、俄羅斯的感覺]。Zing.vn電子網報。查詢日期:2019/05/01,取自:https://news.zing.vn/den-nha-trang-ma-ngo-nhu-dang-o-pho-tau-nuoc-nga-post830710.html
Bích Hồng(2015). Đường bay charter cứu ngành du lịch Việt Nam[包機急救越南觀光]。Báo Doanh nhân Sài Gòn[西貢商人電子網報],查詢日期:2018/04/03,取自:https://doanhnhansaigon.vn/kinh-doanh/duong-bay-charter-cuu-nganh-du-lich-viet-1064063.html
D. An(2017)。Việt - Trung ký kết 12 văn kiện hợp tác[越南中國簽署12項合作文件]。Tuoitre online [青年電子網報]。查詢日期:2019/03/09。取自:https://tuoitre.vn/viet-trung-ky-ket-12-van-kien-hop-tac-20171112205853248.htm
Đình Cương(2019)。Khách Hàn đổ về phố biển[韓國遊客前往芽莊旅遊]。TuoiTre Online [青年電子網報]。查詢日期:2019/05/01,取自:https://dulich.tuoitre.vn/khach-han-do-ve-pho-bien-20190228112417412.htm。
Duy Thanh( 2016)。 Kinh doanh du lịch: vỏ Việt, ruột Trung Quốc![旅遊經營:越南皮-中國餡]。Tuổi Trẻ Online [青年電子網報]。查詢日期:2019/05/01,取自: https://dulich.tuoitre.vn/du-lich/kinh-doanh-du-lich-vo-viet-ruot-trung-quoc-1094875.htm
Duy Thanh( 2016)。 Loạn “hướng dẫn viên” Trung Quốc[中國籍導遊的失控]。Tuổi Trẻ Online [青年電子網報]。查詢日期:2019/05/01,取自:https://tuoitre.vn/loan-huong-dan-vien-trung-quoc-1125394.htm
Duy Thanh(2016)。Du lịch Nha Trang lo bị “Trung Quốc hóa”[芽莊旅遊被中國化的擔憂],TuoiTre Online [青年電子網報]查詢日期:2018/04/03,取自: https://dulich.tuoitre.vn/du-lich/du-lich-nha-trang-lo-bi-trung-quoc-hoa-1109281.htm
H.Yến(2017)。Thị trường bất động sản nghỉ dưỡng Nha Trang tiếp tục bùng nổ[芽莊度假房地產陸續過度增長]。Báo Người lao động điện tử [勞動者電子網報]。查詢日期:2019/05/01,取自:https://thitruong.nld.com.vn/doanh-nghiep-doanh-nhan/thi-truong-bat-dong-san-nghi-duong-nha-trang-tiep-tuc-bung-no-20170914151700611.htm
Hồng Minh(2017)。Năm 2017, cứ 10 khách quốc tế thì có 3 khách Trung Quốc tới Việt Nam[10位國際觀光客前往越南旅遊就有一位遊客是中國籍]。查詢日期:2018/01/06,取自:https://vov.vn/du-lich/nam-2017-cu-10-khach-quoc-te-thi-co-3-khach-trung-quoc-toi-viet-nam-714519.vov
Khải An(2018)。Nha Trang phát hiện nhiều người Trung Quốc làm việc 'chui'[發現許多違法的中國人在芽莊工作]。Vietnam moi Newspaper [新越南電子網報]。查詢日期:2019/03/05,取自:https://vietnammoi.vn/nha-trang-phat-hien-nhieu-nguoi-trung-quoc-lam-viec-chui-91317.htm
Khải An(2018)。Nhiều công ty Trung Quốc núp bóng công ty Việt, ăn chia hoa hồng du lịch[許多中國公司藉租越南公司名義並分抽成]。Vietnam moi Newspaper[新越南電子網報]。查詢日期:2019/03/05,取自:https://vietnammoi.vn/nhieu-cong-ty-trung-quoc-nup-bong-cong-ty-viet-an-chia-hoa-hong-du-lich-90544.htm
Khánh Ngân (2018)。 Khách Trung Quốc tràn ngập Nha Trang - Mất nhiều hơn được- Thất thu thuế vì tour 0 đồng[在芽莊的大量中國遊客,因零團費而虧損]。 Báo Sài Gòn Giải Phóng[西貢解放電子網報]。查詢日期:2019/05/01,取自:http://www.sggp.org.vn/that-thu-thue-vi-tour-0-dong-523549.html
Khuê Việt Trường(2015)。Chuyến bay đầu tiên từ Thành Đô – Trung Quốc đến Nha Trang – Khánh Hòa trong năm 2015[2015年成都直飛芽莊的首航]。Sở Du lịch Khánh Hòa[慶和省觀光局官網]。查詢期間:2018/04/01, 取自:http://www.nhatrang-travel.com/index.php?cat=0501&type=1&itemid=2957
Kiều Mai ( 2019) 。Tín hiệu lo ngại về kinh doanh khách sạn ở Khánh Hoà[關於慶和省飯店經營的擔憂]。The LEADER - Cơ quan báo chí của Hội các Nhà quản trị doanh nghiệp Việt Nam [LEADER - 越南企業管理者協會的新聞機構]。查詢日期:2019/05/01,取自:https://theleader.vn/tin-hieu-lo-ngai-ve-kinh-doanh-khach-san-o-khanh-hoa-1552018366773.htm
Lê Xuân(2018) 。Vì sao giá phòng khách sạn ở Nha Trang thấp bất thường?[為何芽莊的飯店房價一場降低]。 Báo văn hóa điện tử[文化電子報]。查詢日期:2019/05/01,取自:http://baovanhoa.vn/%C4%91oi-song/artmid/2070/articleid/12958/vi-sao-gia-phong-khach-san-o-nha-trang-thap-bat-thuong
N.T(2017)。Hòn Mun có quá tải? [黑島是否過載]。 Báo Khánh Hòa điện tử[慶和電子報]。查詢日期:2019/03/05,取自: https://baokhanhhoa.vn/du-lich/201707/hon-mun-co-qua-tai-8047249/。
Phú Vinh (2018) 。Đằng sau những cửa hàng dành cho khách Trung Quốc[專門接待中國遊客的背後]。Báo Khánh Hòa điện tử [慶和省電子網報]。查詢日期:2019/05/01,取自:https://baokhanhhoa.vn/phong-su/201804/dang-sau-nhung-cua-hang-danh-cho-khach-trung-quoc-8074747/
Thành Nguyễn (2018)。“Đường dây làm thẻ hướng dẫn viên du lịch giả": Đề nghị điều tra làm rõ. [建議調查:假導遊證的背後]。Báo Khánh Hòa điện tử. [慶和省電子網報]。查詢日期:2019/05/01,取自:https://baokhanhhoa.vn/du-lich/201811/duong-day-lam-the-huong-dan-vien-du-lich-gia-de-nghi-dieu-tra-lam-ro-8096031/
Thu Thuy&Thanh Tam(2018)。Việt Nam đứng thứ 3 trong top 10 nước có tốc độ tăng trưởng khách quốc tế nhanh nhất thế giới。[越南在世界上國際遊客增長最快的十大國家中排名第三]。Tổng cục du lịch Việt Nam[越南旅遊局官網]。查詢日期:2019/05/25,取自: http://vietnamtourism.gov.vn/index.php/items/27298
Ước tính có 61 chuyến bay quốc tế đến sân bay quốc tế Cam Ranh[過年期間預期共有61國際航班達到金蘭國際機場]。Sở Du lịch Khánh Hòa[慶和省觀光局官網]。查詢日期:2018/04/01 ,取自http://www.nhatrangtravel.com/index.php?cat=0501&type=1&itemid=2421.
Viễn Thông(2018)。Nha Trang tìm cách đa dạng du khách ngoài thị trường Nga, Trung Quốc[除了俄羅斯與中國市場,芽莊在多樣化其他客源的市場]。VN Express [電子網報]。查詢日期:2019/05/01,取自:https://vnexpress.net/du-lich/nha-trang-tim-cach-da-dang-du-khach-ngoai-thi-truong-nga-trung-quoc-3787563.html
Viết Hảo (2018) 。Nha Trang: Khách tăng trưởng mạnh, lo về bài toán thiếu nhân lực[芽莊:遊客快速增長,缺少人力資源的擔擾]。Báo điện tử Dân trí trên Internet [民智網報]。查詢日期:2019/05/01,取自:https://dulich.dantri.com.vn/du-lich/nha-trang-khach-tang-truong-manh-lo-ve-bai-toan-thieu-nhan-luc-2018033106533534.htm
Viết Hảo(2018)。Nha Trang: Bãi xe quá tải vì khách Trung Quốc tăng mạnh, khách Nga phục hồi[芽莊:停車場過載因為中國遊客量快速增長,俄羅斯逐漸恢復]。Điện tử Dân trí Newspaper[民智電子網報]。查詢日期:2019/3/05,
取自: https://dulich.dantri.com.vn/du-lich/nha-trang-bai-xe-qua-tai-vi-khach-trung-quoc-tang-manh-khach-nga-phuc-hoi-20180403130815272.htm
 
 
 
 
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