隨著COVID-19後旅遊市場逐漸復甦，台灣旅客的旅遊行為與偏好也有所轉變，由套裝行程轉向強調自主性與個人化體驗之自由行，使旅遊行程設計趨於多元。在此背景下，本研究旨在探討台灣民眾旅遊型態之變化，以及其在國內與國外旅遊情境下所重視之行程設計因素。
本研究以行銷觀點出發，協助旅遊業者與旅遊平台辨識目標受眾，並規劃符合市場需求之旅遊產品。研究採兩階段實驗設計，透過「單一因素評估」與「情境組合排序」，分析台灣民眾在國內與國外旅遊情境下之偏好。
首先，透過文獻回顧與問卷調查篩選關鍵屬性，使用SPSS進行正交設計與聯合分析法，以估計各屬性之效用值與重要性，進而分析不同屬性組合對旅客偏好的影響。
研究結果顯示，台灣旅客在國內與國外旅遊中皆重視「行程安排方式」、「交通方式」、「旅遊目的」與「住宿類型」，其中以行程彈性與旅遊動機為關鍵影響因素。不同屬性組合亦會顯著影響整體偏好，並可據以歸納最佳旅遊行程組合，提供旅遊業者於產品設計與市場區隔之參考。

With the recovery of the tourism market following COVID-19, Taiwanese travelers’ behaviors and preferences have changed, shifting from traditional package tours to independent travel emphasizing autonomy and personalization. This study aims to examine changes in travel patterns and identify key itinerary attributes valued by Taiwanese travelers in domestic and international contexts.
From a marketing perspective, this study assists tourism operators and travel platforms in identifying target audiences and designing products that meet market needs. A two-stage experimental design was adopted, including single-attribute evaluation and profile ranking tasks. Relevant attributes were first identified through a literature review and survey. SPSS was then used to conduct orthogonal design and conjoint analysis to estimate attribute utilities and importance.
The results show that “itinerary arrangement,” “transportation mode,” “travel purpose,” and “accommodation type” are key attributes in both travel contexts. Among them, itinerary flexibility and alignment with travel motivation are the most influential factors. Different attribute combinations significantly affect overall preferences, and optimal travel profiles can be derived. The findings provide practical implications for travel product design and market segmentation.

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