| Abstract: | With the high progress of economy, the quality of living has been promoting continuously in Taiwan in recent years. There are also more choices of leisure activities for Taiwanese people nowadays. Due to the effect of?921 Earthquake? happened in the central area of Taiwan in 1999, the Tourism here have lost their visitors; local business has been facing the recession; the rate of unemployment has been raised. Local government plots several plans in order to revive the sleeping economy here. One of these policies is to replace public officials? vacation travel subsidy with ?National Travel Card? which was carried out from Jan. 2003. The main purpose of this project is to encourage official staff to use their vacation travel subsidy on helping the recessional Tourism so that the economy may become prosperous as the past. However, because of the incomplete regulations and the misconception of the meaning of publishing this ?National Travel Card? by the card-holders, many problems have been occurred. It results in a good-willed policy turn negative. This research took the public officials from 21 town/city governments in Taichung County & Taichung City as the object of study, including questionnaire based on the 12 main professions in the Examination System, 5W1H theory by Chi-Kan Wang & Wen-Chuai Hsieh, and Satisfaction theory by Westbrook etc. According to the result of this research, the highest proportion of National Travel Card falls in ?Shopping.? The most common vacation days the official staff applied is ?2 days.? The frequency of shopping gives priority to practical consumption, such as gas station, clothing, and dining. Satisfaction may be divided into 4 aspects such as Administration Measures, Contracted Shops, Consuming Information, and Leisure Travel. The average of each aspect is between 2.66~3.36, and the total satisfaction is low. A public official staff may encounter the problems as the following mentioned while he uses the National Travel Card. First, the contracted shops are not common enough. Secondly, the consumable choices are too limited. Thirdly, the discount is not comparable to general stores. The three items mentioned above may affect the satisfaction of using National Travel Card because of its consuming limitation. The consumption frequency on Accommodation, Transportation, Travel Area and Museum industries are closely and obviously related to consuming satisfaction whereas it is not apparently related to Sports Ground and the service industries for Physical . As for the consumption behavior quality and satisfaction analysis, the result points out that the National Travel Card holders prefer the consumption style of ?participating package trip? than ?Shopping.?The result of this research enables Central Personnel Administration to amend the stipulation of the public official vacation subsidy, and to improve the usage of National Travel Card so as to promote the consuming satisfaction. Also, it is to forward domestic traveling by National Travel Card holders for the purpose of benefiting the development of Tourism and to boost the economics. |
