Strategies for Inbound Tourism Recovery in Response to the SARS Outbreak in Taiwan

• Main Authors: Tsui-Fang Huang, 黃粹芳
• Other Authors: Jeng-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/5xj6ux

碩士 === 國立交通大學 === 管理科學系所 === 92 === For Taiwan, tourism has played a significant role in enhancing the island’s international exposure. In view of this trend, a state policy “Challenge 2008: Plan for Multiplying Tourism” has been issued by the Executive Yuan to promote Taiwan’s tourism industry. The goal is to have 5 million visitors by 2008. However, while the Taiwanese government was just about to initiate promotional campaigns for tourism, the Severe Acute Respiratory Syndrome (SARS) outbreak. The Severe Acute Respiratory Syndrome (SARS) outbreak has caused the most harm to the island in its recent history. The SARS epidemic sapped the Taiwanese economy, and led government officials to reduce the estimated 2003 GDP growth from 3.7% to 2.9%. Unemployment jumped to 4.8% and export growth declined to 4.1% from 7.5% (Directorate-General of Budget, Accounting and Statistics, 2003). SARS dealt an especially severe blow to the Taiwanese tourism industry, with the worst impact on inbound tourism. The aim of this study is to develop recovery strategies for future events, by mapping the revitalization of Taiwan tourism after the SARS devastation. This study combines a fuzzy decision-making theory method with AHP to evaluate strategies to invigorate Taiwan’s inbound tourism. Through the development of tourism recovery strategies, the negative impact can be minimized. Highlights of measurements derived from this research are stated below in sequence of ranking: Develop and upgrade domestic tourism attractions, finance working capital for enterprises, grant visa exempt status or landing visas to more countries, attract a diversity of tourists, establish SOP (Standard of Procedures) for SARS, institute safety labeling system for SARS precaution, travel safety protection plan, taxation reduction, upgrade the service quality of related professionals, promote traveling package campaigns…etc.