Consumer leisure behavior change based on the new weekend policy in Taiwan, R.O.C.

File(s)
Date
2000Author
Lan, Yi-Ping
Publisher
University of Wisconsin--Stout
Department
Hospitality and Tourism
Advisor(s)
Clements, Christine J.
Metadata
Show full item recordAbstract
Following the continuous expansion of the economy in Taiwan, income keeps increasing. Simultaneously, more Taiwanese think highly of quality of life as well as leisure. In particular, leisure times, attitudes, and activities change most dramatically as Taiwan move from being a rural agrarian to being an urban-industrial society. The expanding economic environment has stimulated the growth of the tourism industry in Taiwan. On January 10th 1998, the government put into effect the alternating two-day weekend policy, a policy whereby the second and fourth Saturdays of every month would be days off. The purpose of this study was to analyze the changes in consumer leisure patterns in addition to the domestic travel patterns based on the new weekend policy in Taiwan, R.O.C. Objectives of the study were to identify the development stage of the alternating two-day weekend policy, the consumer leisure preferences, the effects of the new weekend policy in consumer leisure behavior, and the factors impacting domestic travel decisions. Five hundred seventy questionnaires were delivered to consumers through 12 travel agents in Taipei, Taiwan, and 445 completed and valid questionnaires were obtained throughout the study with a 78.1 percent response rate. The findings of this study show that the usage of the weekends was continuously increased since the implementation of the alternating two-day weekend policy. In fact, consumers’ leisure and travel patterns in Taiwan have been changed since the implementation of the alternating two-day weekend policy. The alternating two day weekend policy has promoted leisure and travel market in Taiwan. People are willing to spend more time on leisure activities. The majority of respondents preferred to go travel suburban recreation areas with friends or families for one or two days during two-day weekends. Also, respondents travel not for sightseeing and pleasure purpose anymore but for escaping from the ordinary. However, travel jams and crowds kept many respondents away from domestic travel. Thus, many respondents chose to stay close to home for fear of traffic and crowds. Indeed, the majority of respondents frequently participated leisure activities within the normal living environment. Also, leisure activities with high social content with other people are well liked in large metropolitan area. Urban activities and more easily accessible entertainment options seem to be on the way, including exercise. Safety and security were the most important concerns for the travel decisions. No doubt, more leisure related facilities are considered necessary and requested by the people in Taiwan. The government and the industry are definitely needed to work on the development of the leisure related facilities. Furthermore, the five-day workweek policy already be passed in Taiwan and will soon implement in the following year, a solution for all the problems occurred by the alternating two-day weekend policy has emerged.
Permanent Link
http://digital.library.wisc.edu/1793/39559Type
Thesis
Description
Plan B