2011 Survey of Travel by R.O.

C Citizens
Executive Summary
The objectives of this study are to understand, in 2011, citizens traveling activities,
degrees of satisfaction and amounts spent on different types of vacation expenses on each trip;
and to learn the mutual effects of domestic tourism and outbound travels. It also provides
estimates on domestic tourism expenditures and foreign exchange spent on oversea travels.
The results of this study provide policy makers needed information on developing new tourist
facilities, improving traveling environments, upgrading the quality of tourism and initiating
new tourism policies. The population of this survey includes all R.O.C. citizens who were 12
years or older in 2011. The survey period covered from January1, 2011 through December 31,
2011.
This survey was designed primarily to collect domestic tourism data. However, outbound
traveling data was also collected as a secondary objective. The survey interviews were
conducted by telephone, using a computer-assisted telephone interviewing system (CATI). A
stratified random sampling was used to select the sample. The total initial sample was divided
into four panels; and a rotation scheme was instituted so that each sample person was
interviewed once every quarter for four consecutive quarters. However, sample of each
quarter composed of four panels that first panel was interviewed the first time; second panel
was interviewed the second time; third panel was interviewed the third time; and the fourth
panel was interviewed the fourth time. The numbers of completed domestic tourism
interviews were as follows: first quarter 5,559 persons, second quarter 5,560 persons, third
quarter 5,563 persons and fourth quarter 5,587 persons. The completed outbound interviews
were fewer: first quarter 330 persons, second quarter 432 persons, third quarter 531 persons
and fourth quarter 373 persons.

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The survey results are summarized in the following in two parts: important indexes of
domestic and outbound travels and statistical analysis.

IImportant Indexes of Domestic and Outbound Travels

A. R.O.C. Citizens Domestic Tourist Travel Index
Table 1 R.O.C. Citizens Domestic Tourist Travel Index
Item

2011

2010

Change

Proportion of people taking

domestic tourist travel

95.4%

93.9%

An increase of 1.5%

Average number of trips per

person

7.42trips

6.08trips

An increase of 1.34 trips

152,268,000 trips

123,937,000 trips

An increase of 22.9%

1.50 days

1.49 days

An increase of 0.01 day

Percentages of trips taken

during holidays and
weekends

69.7%

71.9%

A decrease of 2.2%

Over all degree of

satisfaction

98.1%

98.0%

No significant change

Average expenses
per person day on trip

NT$1,359
(US$46.10)

NT$1,289
(US$40.80)

NTAn increase of 5.4%

(USAn increase of 13.0%)

Average expenses
per person trip

NT$2,038
(US$69.14)

NT$1,921
(US$60.81)

NTAn increase of 6.1%

(USAn increase of 13.7%)

NT$310.3 billions
(US$10.527 billions)

NT$238.1 billions
(US$7.537 billions)

NTAn increase of 30.3%

(USAn increase of 39.7%)

Total number of trips

Average number of days per
trip

Total expenditure of
domestic travels

Note1.The population of this survey includes all R.O.C. citizens who were 12 years or older.
2. No significant change means there is no significant difference under significance level 5%
3. Proportion of people taking domestic tourist travel means the proportion of people who at least took one time
domestic travel during this year.
4. Average expenses per person day on trip= Average expenses per person trip/ Average number of days per trip.
5. Exchange rate was 31.592 for 2010 while exchange rate for 2011 was 29.477, hence the exchange rate increased
from 2010
6. 2010 Taipei International Flora Exposition ended on April 25 2011, during the exhibition attracted over eight million
visitors

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B. R.O.C. Citizens Outbound Travel Index

Table 2 R.O.C. Citizens Outbound Travel Index
Item

2011

2010

Change

19.1%

20.1%

No significant change

9,583,873 trips

9,415,074 trips

An increase of 1.8%

Average number of outbound

trips per person

0.41 trip

0.41 trip

No significant change

Average number of nights per

trip

9.33 nights

9.29 nights

An increase of 0.04 nights

Average expenditure per

person trip

NT$48,436
(US$1,643)

NT$46,434
(US$1,470)

NT$: An increase of 4.3%

(US$: An increase of 11.8%)

Proportion of people taking

outbound travels
Total number of trips

Total expenditure on
outbound travels

NT$464.2 billions
NT$437.1 billions
(US$15.748 billions) (US$13.836 billions)

NT$: An increase of 6.2%

(US$: An increase of 13.8%)

Note:1.The data source of total number of trips and the average number of nights per trip: Monthly Statistics on Tourism.
2. No significant change means there is no significant difference under significance level 5% .
3. Proportion of people taking outbound travels means the proportion of people who at least took one time outbound
travel during this year.
4. Average number of outbound trips per person = total number of outbound trips (the year 2011 was 9,583,873)
/the average of 12 months total population in Taiwan (the year 2011 was 23,187,091).
5. Average expenditure per person trip is estimated based only on trips with 60 nights or fewer.
6. Exchange rate is the average of 12 months spot exchange rate N.T/$ of that year.
7. Exchange rate was 31.592 for 2010 while exchange rate for 2011 was 29.477, hence the exchange rate increased
from 2010

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IIStatistical Analysis
A. Domestic Travels
1. In 2011, 95.4% of citizens had domestic travels, higher than 93.9% of

2010 : According to the survey, in 2011, 95.4% of the citizens had at least one
domestic travel. Compared with 2010, an increase of 1.5% from 2010.
Table 3 Proportions of People taking Domestic Tourist Travel
st

nd

rd

th

Unit: %
Whole Year
(1st Quarter~4th Quarter)

Year

1 Quarter

2 Quarter

3 Quarter

4 Quarter

2011

74.9

68.1

69.2

68.8

95.4

2010

72.9

66.8

65.2

67.3

93.9

2. The estimated total number of domestic tourist trips reached 152.27

millions, an increase of 22.9% from the previous year: According to the

survey, the average number of trips per person during the year 2011 was 7.42( an
increase of 1.34 trips from 6.08 in 2010). The estimated total number of domestic
tourist trips taken by citizens of 12 years or older was 152,268,000 trips. And the
total number of trips traveled by all citizens was estimated at 177,283,000 trips.
Table 4 Average number of domestic trips per person
Unit: trip
st

nd

rd

th

Year

1 Quarter

2 Quarter

3 Quarter

4 Quarter

Whole Year

2011

2.07

1.87

1.73

1.75

7.42

2010

1.62

1.51

1.50

1.45

6.08

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3. Wished to travel but did not have time was the main reason for people

not having domestic travel: In 2011, 5% of people did not take any domestic
tourist travel. And the leading reason for not taking domestic travel was Wished to
travel but did not have time (40%); the second major reasons were Wished to travel
but could not afford (21%)Wished to travel but had poor health (19%); the third
major reason was Not interested (14%).. Compared with 2010, Wished to travel
but had poor health had an increase of 3%, Not interested had a decrease of 4%,
and other reasons were no significantly different from 2010.
Table 5 Reasons for not traveling
Unit: %
2011

2010

100.0

100.0

Wished to travel but did not have time

40.3

41.6

Wished to travel but could not afford

20.6

20.4

Wished to travel but had poor health

18.5

15.7

Not interested

14.4

17.9

Wished to travel but could not find companions

2.1

1.9

Wished to travel but did not know good tourist places

1.6

1.2

Wished to travel but had transportation problem

1.0

Wished to travel but tourist places were too crowded

0.8

Wished to travel but weather were poor

0.6

1.1

Outbound travel

Wished to travel but had accommodation problem

Other reasons

0.2

Item
Total

Note: means no sample in the cell.

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4. Most of the domestic tourist trips were taken on weekends: In 2011, 60% of
the domestic tourist trips were taken on weekends, no significant difference from
201030% of domestic trips were taken on weekdays, an increase of 2% from that
of 201010% of domestic trips were taken on national holidays, a decrease of 2%
from that of 2010. As for the purposes of the domestic travels, 83% were for
sightseeing, recreation, vacation, followed by visiting friends and relatives
(16%). Compared with 2010, Pure Sightseeing, Recreation, Vacation had an
increase of 2% from 2010; visiting friends and relatives had a decrease of 3% from
2010.
Table 6 Days Used For Domestic Tourist Travel
Unit: %
2011

Days of Travel
Total
Sub Total

National
Holidays

100.0

100.0

10.2

11.8

New year holiday

0.8

Lunar New Year holidays

6.1

8.4

February 28 Memorial Festival

0.5

Tomb sweeping Festival

1.7

2.0

Dragon boat Festival

0.4

Moon Festival

0.8

Double Tenth Day

0.5

Other national holidays

0.2

0.6

Weekends
Sub Total
Weekdays

2010

Annual leaves
Summer or winter breaks
Other weekdays

59.5

60.1

30.3

28.1

10.2

9.1

1.8

1.4

18.3

17.6

Note: means did not include long weekend holidays in this year.

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Table 7 Purposes of Domestic Tourist Travels

Unit: %
Purpose of the Trip

2011

2010

Total

100.0

100.0

82.5

79.4

Sub Total
Pure Sightseeing, Recreation, Vacation
Sightseeing, Physical exercising vacations
Recreation,
Ecological tours
Vacation
Conference or Studying Tour
Religious travels
Business and tourist travel
Visiting friends and relatives

66.3

64.5

5.4

4.7

4.3

4.3

1.8

1.4

4.7

4.5

1.0

0.9

16.4

19.6

0.1

0.1

Others

5. 70% of the domestic tourist trips were one-day trips: For the year 2011,
about 64% of the trips were taken within the living region of the travelers (not
significantly different from that of 2010); observing based on travelers residence
region, we found that in all regions, most of the trips were traveled within the same
region that they live in. As for duration of the trips, most of them (70%) were oneday trips, followed by 19% of two-day trips, 8% of three-day trips, and 3% of fourday or more trips. Average duration of a trip was 1.50 days, not significantly different
from 1.49 days of 2010.
Table 8 2011 Proportion of Tourists Visited Each Region
by Region of Residence
Region Visited
Residence
North Region
Central Region
South Region
East Region
Kim-Mar Region
Over All

North
Region

Central
Region

South
Region

East
Region

67.3
22.4
14.1
27.7
31.1
43.2

20.2
58.7
22.7
14.9
17.6
29.6

11.7
19.0
62.2
20.2
12.1
25.8

4.1
2.6
4.8
45.3
2.9
4.7

Unit: Row %
Kin-Mar
Region

0.4
0.1
0.2
0.5
47.4
0.5

Note: 1.This item was multi-choice

2. The percentage of the trips taken within the living region of the travelers (64%) = the total number of
the trips traveled within the same region that they live in /total person-trips in 2011.

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Table 9 Distribution on Duration of Tourist Trips

Unit: %
Number of Days Traveled

2011

2010

Total
1 Day

100.0
69.7

100.0
70.0

2 Days

18.9

19.4

3 Days

8.2

7.6

4 days or more

3.2

3.0

Average duration of each trip

1.50days

1.49days

6. Most of over-night tourists stayed in hotels: According to the survey, in

domestic trips, 70% of them were same-day returns. 13% stayed in hotels, 9% in
friends or relatives places, and 6% in home stays. The percentages of other types of
accommodation were very low. Compared with 2010, there was no significantly
different from that of 2010.
Table 10 Distribution of Accommodation Choices
Unit: %
Accommodation Choice

2011

2010

100.0
69.7

100.0
70.0

13.2

12.6

Friends or relatives places

9.4

10.3

Home stays

6.0

5.7

Reception house or activity center

1.0

0.9

Camping

0.6

0.5

Others

0.1

0.1

Total
Same-day return
Hotel

7. 88% of the tourist trips were completely planned by tourists themselves,

only 4% of the domestic tourist trips planned by travel agencies: Majority

of the tourists planned their trips completely by themselves (88%), while other types
of planning were each used by less than 3% of the tourists. Only 4% of the domestic
tourist trips were planned by travel agencies. The major reasons for joining the
package tours planned by travel agencies were save planning time (59%),
Attractiveness of the package tours content (56%) and Do not have to
drive(44%).

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Table 11 Types of Travels

Unit: %
Types of Travels

2011

2010

100.0

100.0

88.3

88.4

Tours planned by employers

2.7

2.6

Tours planned by schools or classes

1.5

1.6

Tours planned by religion groups

1.6

1.5

Package tours by travel agencies

0.7

0.5

Tours planned by village community or senior citizen groups

2.1

2.5

Tours planned by civic associations

2.1

2.2

Tours planned by other groups

0.9

0.7

Others

0.1

0.0

Total
Tours planned by tourists themselves

Note: 0.0means the percentage was under 0.05.

Table 12 whether planned by travel agencies

Unit: %
Whether planned by travel agencies
Total
planned by travel agencies
Not planned by travel agencies

2011

2010

100.0

100.0

3.9

3.4

96.1

96.6

Table 13 Reasons for joining the package tours planned by travel agencies
Unit: %
Reasons for joining the package tours planned by travel agencies

2011

2010

Save planning time

59.1

47.2

Attractiveness of the package tours content

55.7

58.7

Do not have to drive

43.9

38.3

Attractiveness of the price

33.0

31.9

Hard to find transportation to the scenic site

17.7

18.0

0.6

4.9

Others
Note: This item was multi-choice.

8.

Friends, relatives, colleagues or classmates was the major source of

travel information obtained by tourists: As for travel information, 53% of
tourists obtained travel information from friends, relatives, colleagues or
classmates, the second source was Internet(37%), followed by electronic
media(19%). Compared with 2010, Internet and electronic media had an increase
of 4% respectively from 2010.

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Table 14 Sources of Travel Information

Unit: %
Information Sources

2011

2010

Friends, Relatives, Colleagues, Classmates

52.9

50.7

Internet

36.6

32.9

Electronic Media

18.5

14.3

Print Media

10.9

8.3

Travel Agencies

2.7

2.2

Tourism Bureau or Agencies

3.9

2.4

Tourism Shows or Exhibits

0.9

0.8

Others

0.4

0.4

Note: 1.This item was multi-choice .Tourists who did not obtain travel information were excluded.
2. Electronic Media includes television, broadcasting, and billboard, etc.
3. Print Media includes traveling books, newspapers, and magazines, etc.
4. In 2010, the maximum choices were two items, in 2011, there was no limitation

9. 4% of tourists purchased traveling related products through internet,

primarily using portal keywords to search traveling related products. The

percentages of tourists purchasing traveling related products through TV
shopping channels and tourism exhibition were very low: 4% of tourists
purchased traveling related products through internet; most of them were hotel
reservations, using portal keywords (81%) to search traveling related products. Less
than 1% of tourists purchased traveling related products through TV shopping
channels

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Table 15 Purchasing Traveling Related Products through Internet

Unit: %
Situations
Total
Did not purchase through internet
Purchased through internet

Purchase
items

2011

2010

100.0

100.0

95.6

95.1

4.4

4.9

Hotel reservations

3.1

3.7

Purchased Taiwan Railway

Train ticket Taiwan High Speed Rail

0.4

0.6

0.5

0.4

Purchased package tours

0.3

0.2

0.2

0.2

Purchased plane tickets

0.1

0.1

Others

0.2

0.1

(multi-choice) Purchased amusement park tickets

Note: The purchase percentage of the item =the number of person-trips that did purchase the
items/total number of person-trips.

Table 16 The method for searching traveling related products on internet

Unit: %
method

2011

Portal keywords

80.9

Travel agencys website

16.6

Internet Forum

10.6

Note: 1.This item was multi-choice.

2. Only purchasing the Taiwan railways ticket or Taiwan high speed rails ticket
are not include.
3. This was a new question in 2011.

Table 17 Purchasing Traveling Related Products through TV shopping channels

Unit: %
Situations
Total
Did not purchase through TV shopping channels
Purchased through TV shopping channels
Purchase
items
(multi-choice)

2011

2010

100.0

100.0

99.9

99.8

0.1

0.2

Hotel reservations

0.1

0.1

Purchased package tours

0.0

0.1

Others

0.0

Note: 1.The purchase percentage of the item =the number of person-trips that did purchase the
items/total number of person-trips.
2. means no sample in the cell; 0.0means the percentage was under 0.05.

Table 18 Purchasing Traveling Related Products through tourism exhibition

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Unit: %
Situations

2011

Total

100.0

Did not purchase through tourism exhibition

Purchased through tourism exhibition

Purchase
items
(multi-choice)

99.8
0.2

Hotel reservations

0.6

Purchased package tours

0.1

Amusement park tickets

0.1

Meal coupon

0.0

Others

0.0

Note: 1.The purchase percentage of the item =the number of person-trips that did purchase the
items/total number of person-trips.
2. 0.0means the percentage was under 0.05.
3. This was a new question in 2011

10. Convenient transportation connection was the most important factor

considered by the tourists when they chose visiting places: The most
important factor considered by the tourists when they chose visiting places was
Convenient transportation connection; the second factor wasTheme activities,
whileNever been there or curiosity andtesting delicious foodwere ranked
third.

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Table 19 The main factor considered by tourists when they chose the travel place
(Degree of importance)
Unit: %
2011

2010

Total

100.0

100.0

Convenient transportation connection

32.6(1)

35.6(1)

Theme activities

18.5(2)

19.5(2)

Never been there or curiosity

14.1(3)

12.1(3)

Testing delicious food

13.3(3)

11.6(3)

Childrens preferences

6.5(5)

7.2(5)

Visiting exhibitions

4.4(6)

4.5(6)

New attractions, new facilities

4.2(6)

4.4(6)

Elders preferences

2.8(8)

3.2(8)

Folk festivals

1.4(9)

Health care or medical treatment

0.5(9)

1.1(9)

1.7

0.8

Considerations

Others

Note: 1.Number inside parenthesis indicates the ranking in the importance of considerations when the travelers
choose the places to visit.
2. The same ranking number means the degrees of importance of the items have no significant difference
under significance level 5% .
3. The factor Convenient transportation connection, includes Convenient mass transit.
4. Folk festivalswas a new factor included in 2011.
5. Others included discount coupons, annual fixed trips, etc.

11. Natural scenery sightseeing activities had the highest, participation by

the tourists: Among tourists major activities, the percentage of the natural
scenery sightseeing activities (60%) was the highest. Looking into the detail items,
testing local delicacies (42%) had the highest percentage of participation by the
tourist, followed by sightseeing coastal geological scenery, wetland ecology, rural
scenery, river, lakes and waterfall, etc(39%). As for tourists favorite activities,
again the percentage of the natural scenery sightseeing activities (41%) was the
highest. Looking into the detail items, sightseeing coastal geological scenery,
wetland ecology, rural scenery, river, lakes and waterfall, etc(17%) had the highest
percentage, followed by forest hiking, mountain climbing, camping,(13%), and
testing local delicacies (13%).

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Table 20 The tourists main activities

Activities
Natural scenery sightseeing activities

Unit: %
2010
53.8

2011
59.8

Sightseeing coastal geological scenery, wetland ecology, rural scenery,

river, lakes and waterfall, etc.
Forest hiking, mountain climbing, camping,
Watching animals, such whale, firefly, bird, panda, etc.
Watching flowers and plants
Watching sunrises, snow scenes, astronomical phenomena, etc.

38.8(2)

Cultural experiencing activities

Visiting cultural and historical sites
Attending festivals
Enjoy the shows
Visiting cultural and arts exhibitions
Visiting activity exhibitions
Learning traditional craft skills
Indigenous culture experiencing
Religious activities
Farm living experiencing
Experiencing railways old time
Visiting special architectural construction
Popular sites often filmed by movies or TV dramas

Sports activities
Swimming, diving, etc.
Boating
Fishing
Paragliding
Ball game (such as golf, tennis, basketball, etc.)
Rock-climbing
Stream tracing
Grass skiing
Riding bicycle
Watching sport games

Amusement park activities

29.3
6.7
21.0
4.2

25.5
5.1
12.0
3.2

29.7

26.7

6.2
1.7
3.0
7.1
3.6
1.2
0.8
8.4
1.3
0.8
4.1
0.2

5.1
1.3
2.5

5.8

5.7

1.9
0.3
0.6
0.0
0.4
0.0
0.1
0.1
2.8
0.1

2.0
0.3
0.4
0.0
0.2
0.0
0.1
0.1
2.9
0.0

9.0

Mechanical amusement park activities

Water amusement park activities
Visiting the shows or programs in the amusement park
Visiting the special subjects in the amusement park

31.8(1)

9.2
0.9
0.8
8.2
1.2
0.8
1.8
0.1

6.1
4.0
1.0
3.8
3.0

Testing delicacies food activities

43.5

Testing local delicacies

Enjoying tea, coffee or afternoon tea and food
Testing healthy food

3.2
1.0
2.5
0.8

33.8
41.6(1)
5.3
0.4

Other recreational activities

41.8

32.3(1)
3.1
0.2

37.2

Driving for fun(cars, motorcycle)

3.1
1.8
Hot spring, SPA
5.2
5.6
Shopping
32.9(3)
27.8(3)
Watching movie
0.9
0.5
Visiting fruit farms
1.1
0.9
Cruising
2.9
2.8
Enjoy the scenery by cable car
1.7
1.9
Visiting Tourism Factory
1.2

Other
1.3
0.9
No activities, visit relatives and friends only
11.6
15.0
Note:1. This item was multi-choice. The numerator is the number of answers and the denominator is the number of person trips.
2. The other of other recreational activities includes barbecue, singing, etc. Visit relatives and friends only includes
tomb sweeping.
3. 0.0means the percentage was under 0.05.
4. The same ranking number means the percentage of participation the items have no significant difference under
significance level 5%
5. In 2011, Visiting exhibitions was splitted into two items: Visiting cultural and arts exhibitions and Visiting activity
exhibitions; Visiting Tourism Factory was a new item.

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Table 21 The tourists favorite activities

Activities
Total
Natural scenery sightseeing activities

2011
100.0
40.7

Sightseeing coastal geological scenery, wetland ecology, rural scenery,

river, lakes and waterfall, etc.
Forest hiking, mountain climbing, camping,
Watching animals, such whale, firefly, bird, panda, etc.
Watching flowers and plants
Watching sunrises, snow scenes, astronomical phenomena, etc.

Cultural experiencing activities

Visiting cultural and historical sites
Attending festivals
Enjoy the shows
Visiting cultural and arts exhibitions
Visiting activity exhibitions
Learning traditional craft skills
Indigenous culture experiencing
Religious activities
Farm living experiencing
Experiencing railways old time
Visiting special architectural construction
Popular sites often filmed by movies or TV dramas

Sports activities
Swimming, diving, etc.
Boating
Fishing
Paragliding
Ball game (such as golf, tennis, basketball, etc.)
Rock-climbing
Stream tracing
Grass skiing
Riding bicycle
Watching sport games

Amusement park activities

Mechanical amusement park activities
Water amusement park activities
Visiting the shows or programs in the amusement park
Visiting the special subjects in the amusement park

Testing delicacies food activities

Testing local delicacies
Enjoying tea, coffee or afternoon tea and food
Testing healthy food

Other recreational activities

Driving for fun(cars, motorcycle)
Hot spring, SPA
Shopping
Watching movie
Visiting fruit farms
Cruising
Enjoy the scenery by cable car
Visiting Tourism Factory
Other

No favorite activities

16.5(1)

Unit: %
2010
100.0
41.9
17.2(1)

12.9(2)
2.3
7.5
1.5

15.2(2)
2.3
5.8
1.4

17.5

17.2

2.1
1.3
1.3
3.4
1.7

2.1
1.1
1.4

0.5
0.2
5.2
0.4
0.3
1.0
0.1

0.4
0.3
5.6
0.4
0.4
0.6
0.0

3.8

3.9

1.1
0.2
0.4
0.0
0.2
0.0
0.1
0.0
1.7
0.1

1.3
0.1
0.3
0.0
0.1
0.0
0.0
0.0
1.9
0.0

4.8

3.6

1.9
0.5
1.0
1.4

1.7
0.6
0.8
0.5

13.7

12.4

12.8(2)
0.8
0.1

11.6(3)
0.7
0.1

17.0

18.1

0.4
3.2
9.5
0.6
0.5
0.9
0.8
0.2
1.0

0.5
3.6
10.3
0.4
0.5
1.1
1.0

0.8

2.6

2.9

4.8

Note1. The other of other recreational activities includes barbecue, singing, etc.
2. 0.0means the percentage was under 0.05.
3. The same ranking number means the percentage of participation the items have no significant difference under
significance level 5%
4. In 2011, Visiting exhibitions was splitted into two items: Visiting cultural and arts exhibitions and Visiting activity
exhibitions; Visiting Tourism Factory was a new item.

-15

12. Taipei Expo Park, Tamsui and Bali andLove River ,Cijin and

Sizihwan Resort were the most popular places visited by tourists: North
Region was visited by the largest number of tourists. Compared with 2010,the
percentage of tourist visiting the North region had an increase of 4% from 2010. The
percentage of tourist visiting the Central and South region had a decreased of 1% and
2% from 2010 respectively. Taipei Expo Park, Tamsui and Bali and Love
River ,Cijin and Sizihwan Resort were the most popular places for tourists.
Table 22 Region Visited
Region Visited
North Region
Central Region
South Region
East Region
Kim-Mar Region

2011

Unit: %
2010

43.2
29.6
25.8
4.7
0.5

39.7
31.0
27.4
4.8
0.4

Note: 1.This item was multi-choice.

2.North RegionTaipei City, Keelung City, New Taipei City, Yilan County, Taoyuan County,
Hsinchu County, Hsinchu City.
Central RegionMiaoli County, Taichung City, Changhua County, Nantou County,
Yunlin County.
South RegionChiayi County, Chiayi City, Tainan City, Kaohsiung City,Pingtung County,
Penghu County.
East RegionTaidung County, Hualien County.
Kim-Mar RegionKinmen County, Lienchiang County.

Table 23 The most popular places for tourists in 2011

Unit: %
Tourist places

Percentage

Tamsui and Bali

6.44
4.78

Love River ,Cijin and Sizihwan Resort

4.61

Sun-Moon lake

3.42

Jiaoxi

3.06

Fengchia Shopping District

2.36

E-DA World

2.24

Luodong Night Market

2.22

Sitou Facest Recreation Area

1.90

Anping Fort

1.82

Taipei Expo Park

Note: the percentage=the number of person-trips to a tourist place/ total number

of person-trips in 2011.

-16

13. Private automobile was the main transportation for most tourists: Based
on this survey, private automobile (61%) was the main transportation for most
tourists, followed by tour bus (12%), train (including Taiwan Railway 7% and
Taiwan High Speed Rail 4%), Mass Rapid Transit (10%) and bus (10%). Compared
with 2010, traveling by private automobile had a decreased of 4%; traveling by Mass
Rapid Transit, bus and train respectively had an increased of 3%, 2% and 2% from
2010.
Table 24 Main Transportation
Transportation
Private automobile
Tour bus
Mass Rapid Transit (MRT)
Bus (publicly or privately owned)
Tour-train
Taiwan Cruise-style train
Train Railway General train
Taiwan High Speed Rail
Motorcycle
Taxi
Boat
Airplane
Bicycle
Rental car
Cable car
Taiwan Tour bus
Tourist
Taiwan Tourist shuttle
special
bus
Others
Other transportation

Unit%
2010

2011
60.9
11.6
10.2
9.9
0.4
0.0
6.8
3.6
7.8
1.9
1.9
1.2
1.1
0.8
0.3
0.2
0.1
0.0
0.3

(1)
(2)
(3)
(3)
(3)

65.2
11.6
7.7
8.3
0.4
0.0
5.8
3.1
8.6
1.5
1.6
0.8
1.3
0.5
0.1
0.3

0.0
0.2

Note: 1.This item was multi-choice.

2. Number inside parenthesis indicates the first 3 places ranking. The same ranking
number means the percentages have no significant difference.
3. means no sample in the cell; 0.0means the percentage was under 0.05.
4. Other transportation included walk, school bus, hotel shuttle etc.
5. In 2011, added the item Taiwan Tourist shuttle.

-17

(1)
(2)
(3)
(3)
(3)
(3)

14. 98% of all tourists were satisfied with the overall impressions of the places

visited: Tourists were most satisfied with natural scenery and natural resources
protection (97%), travel safety (96%), attendants services, professionalism or
efficiency (94%), Ground maintenance(93%) and Lodging facilities (92%).
However, tourists were most dissatisfied with parking facilities (15%), entrance
ticket prices (14%), lavatories (13%),

smooth traffic (12%) , and public

transportation (11%). 98% of tourists were satisfied with the places they visited.
Table 25 Tourists Degree of Satisfaction with Places Visited
Unit: %
Items

Satisfied

Dissatisfied

2011

2010

2011

2010

Overall satisfaction

98.1

98.0

1.6

1.7

Natural scenery and natural resources protection

96.6

95.8

2.3

2.9

Travel safety

96.1

95.0

3.1

4.0

Attendants services, professionalism or efficiency

94.2

94.3

3.0

2.8

Ground maintenance

92.6

91.8

6.9

7.7

Lodging facilities

92.3

91.7

6.3

7.2

Food facilities

89.7

90.1

7.0

6.9

Smooth traffic

86.8

87.0

12.4

12.2

Signs and directions

86.7

85.8

7.6

8.1

Amusement facilities

84.5

84.4

5.1

4.6

Lavatories

84.5

82.8

12.8

14.3

Entrance ticket prices

78.1

77.4

14.1

14.0

Parking facilities

74.8

76.3

15.3

15.6

Public transportation

70.1

65.1

11.1

13.5

Note Satisfied includes percent of extremely satisfied and satisfied; Dissatisfied includes percent of extremely
dissatisfied and dissatisfied.

15. The total domestic tourist traveling expenditure by citizens of 12years or

older in 2011 was NT$ 310.3 billions, an increase of 30.3% from that of
2010: Based on this survey, the average expense per trip for each person was
NT$2,038 for domestic travel in 2011, an increase of 6.1% from NT$1,921, the
average expense in 2010. The types of expenditures, ranked in the order of their
amount, were as follows: transportation, food and beverage, shopping, lodging,
entertainment and other expenses. The total domestic tourist traveling expenses by
citizens of 12years or older in 2011 were estimated at NT$310.3 billions, an increase
of 30.3% from that of 2010. The average expense per person trip for trips with
overnight stay was NT$5,139, while average expense for the same day return trips
was NT$1,029.
-18

Table 26 Average Expenses of Domestic Tourist Travel Per Person-Trip

2011

Item

Unit: NT$
Growth rate
(%)

2010

2,038

100%

1,921

100%

+6.1

Transportation

519

25%

490

26%

+5.9

Lodging

359

18%

332

17%

+8.1

Food and Beverage

501

25%

457

24%

+9.6

Entertainment

124

6%

111

6%

+11.7

Shopping

460

23%

450

23%

+2.2

75

4%

81

4%

-7.4

Total

Other Expenses

Note: Other expenses include gifts, donations and tips.

Table 27 Total domestic tourist traveling expenditure

Year

Average expense per

person trip

Unit: NT$
Total number of trips by
Domestic tourist
all citizens
traveling expenditure

2011

NT$2,038

152,268,000

NT$310.3 billions

2010

NT$1,921

123,937,000

NT$238.1 billions

Table 28 Average Expenses of Domestic Tourist Travel Per Person-Trip in 2011

By With/Without Lodging

Item
Total

Total

Unit: NT$
Over-night Traveler
With lodging Without lodging No over-night
(Same-day return)
expenses
expenses

2,038

5,139

2,862

1,029

Transportation

519

1,073

1,007

287

Lodging

359

1,805

Food and Beverage

501

1,094

703

302

Entertainment

124

260

143

82

Shopping

460

841

752

308

75

66

257

50

Other Expenses

Note: Most of over-night but without lodging expenses were lodging in relatives or friends houses
(95%); some stayed in free reception houses or activity centers or free camping grounds(5%).

-19

B. Comparisons of Domestic Travel and Outbound Travel

1. Domestic travel rate for outbound travelers was 99%, higher than that of the
non-outbound travelers: During 2011, 95.4 % of all citizens took at least one domestic
tourist trip; while 19.1% had at least one outbound travel. The average number of domestic
trips per person was 7.42; while the average number of outbound travels per person was
0.41. Furthermore, we found that outbound travelers had a higher proportion of domestic
travels than non-outbound travelers, 99% vs. 95%.
Table 29 Comparison of Domestic Travel vs. Outbound Travel in 2011
Status of
Travel

Domestic Tourist Travels

Outbound Travels

1st Quarter

2nd Quarter

3rd Quarter

4th Quarter

Whole Year

1st Quarter

2nd Quarter

3rd Quarter

4th Quarter

Whole Year

Did not
Travel

25.1%

31.9%

30.8%

31.2%

4.6%

94.7%

92.7%

91.3%

93.9%

80.9%

Did Travel

74.9%

68.1%

69.2%

68.8%

95.4%

5.3%

7.3%

8.7%

6.1%

19.1%

Average
number of
Trips per
person

2.07

1.87

1.73

1.75

7.42

0.09

0.11

0.12

0.10

0.41

Total
number of
trips

42,372,000 38,341,000 35,537,000 36,018,000 152,268,000

person-trips
person-trips
person-trips
person-trips
person-trips
48,728,000 44,476,000 41,578,000 42,501,000 177,283,000 2,162,759 2,451,905 2,761,559 2,207,650
person-trips person-trips person-trips person-trips
person-trips
person-trips
person-trips
person-trips
person-trips
(under 12 yrs (under 12 yrs (under 12 yrs (under 12 yrs
old included) old included) old included) old included)

9,583,873
person-trips

(under 12 yrs
old included)

Table 30 Proportions of Domestic Tourist Travels in 2011

Outbound Travelers vs. Non-outbound Travelers
Unit: %
Outbound Travelers

Non-outbound Travelers

19.1%

80.9%

Total

100.0

100.0

Had Domestic Travel

99.1

94.6

No Domestic Travel

0.9

5.4

Status

-20

2. The most important factors which affected citizens desire to outbound travel
were length of vacation and plenty in budget: The most important factor
which affected citizens desire for outbound travel was length of vacation or time can
meet (32%) followed by plenty in budget (22%). During 2011, 23% of outbound
tourists decreased the number of domestic trips due to oversea travel; while 77% expressed
that their outbound travels had no effect on their domestic trip frequencies. From the cross
tabulation between outbound and domestic travels, we found that most citizens had
domestic trips but no outbound travel (77%), followed by 19% who had both domestic and
outbound trips, and less than 1% who had outbound travel but no domestic trip.
Table 31 Factor affecting the desire for outbound travel in 2011
Item

Percentage

Total

100.0

Length of vacation or time can meet

32.1

Plenty in budget

22.4

Attractiveness of package tour itinerary

8.5

Cheap airline tickets or tour fare

7.7

Relatives or friends Invittion

7.6

Work or family had appropriate arrangements

7.4

No intention for outbound travel

7.3

Personal health

5.2

Business needs

1.1

Foreign currency exchange rates

0.6

Other factors

0.2

Note: Other factors included International circumstance, natural disaster, weather, etc.

Table 32 Outbound Travel Effect on Domestic Trips in 2011

Status

Percentage

Total

100.0

No Effect

76.6

Reducing domestic trips due to outbound travel

23.4

-21

Table 33 Domestic Travelers vs. Outbound Travel in 2011

Unit: %
Outbound Travel
Domestic Travel

No

Yes

Total

No

4.4

0.2

4.6

Yes

76.6

18.9

95.4

Total

80.9

19.1

100.0

3. Outbound travelers male proportion, age and monthly income were on the
average higher than domestic tourist travelers: Comparisons between months, we
found that more tourists took domestic trips in February than in any other month, while
more outbound trips were taken in July. Gender-wise, domestic trips were taken by female
out numbered males (52% to 48%); while outbound trips taken by male out numbered
females (55% to 45%); Age-wise, average age of domestic travelers was 40 years old,
while outbound traveler was 41 years old on average. Based on monthly income, average
monthly income of the domestic travelers (NT$25,419) was less than that of the outbound
travelers (NT$38,455). As for occupation, housekeepers, students, services or sales workers
and office supporting staff were larger groups among domestic trips; while outbound
travelers had more technician, office supporting staff, services or sales workers,
housekeepers, managers or supervisors, retirees, and students.
Table 34 Characteristics Comparison between Domestic Tourists and Outbound Travelers
in 2011
Characteristics

Domestic Tourist

Outbound Traveler

Month

more in February (12.9%)

Gender

more females51.9%

more males55.2%

Average Age40

Average Age41

Average monthly income NT$25,419

Average monthly income NT$38,455

Age
Monthly Income

Occupation

more in July (10.7%)

More Housekeepers (15%) or

Students (14%) or
Services or sales workers (13%) or
Office supporting staff (12%)

More technician (14%) or

Office supporting staff (12%) or
Services or sales workers (12%) or
Housekeepers (12%) or
Managers or supervisors (11%) or
Retirees(10%) or
Students (10%)

Note: These data of outbound tourists traveling month, sex, and age were government statistical data.

-22

4. Sightseeing, Recreation or Vacation was the main purpose for both domestic
tourist trips and outbound travel trips: Most tourists took domestic travel for
sightseeing, recreation or vacation purpose (83%), followed by visiting friends or relatives
(16%); most outbound travelers went overseas also for sightseeing, recreation or vacation
purpose (61%), followed by business (25%).The first major reason that sightseeing traveler
choosing the country to visit was Relatives or friends invitation, the second was
Curious, experiencing different culture, and the third was Away from home and
relieving pressure.
Table 35 Comparison of the Trip Purposes in 2011
Domestic vs. Outbound
Domestic Tourist Trips

Outbound Tourist Trips

Purpose of the Trip

Purpose of the Trip

Total

100.0

Total

100.0

Subtotal
Pure Sightseeing
Recreation, Vacation

82.5
66.3

Sightseeing, Physical Exercising

Recreation, Vacation
Vacation
Ecological Tour

5.4

Sightseeing,

4.3

Recreation, Vacation

Conference or Studying
Tour

1.8

Religious Tour

4.7

Business with tour

Visiting friends or relatives

1.0
16.4

61.2

Business

25.4

Visiting friends or relatives

12.6

Short-term learning or study

0.6

Others

0.1

Others

0.2

Note means no sample in the cell.

-23

Table 36 The major reason that sightseeing traveler choosing visit country in 2011
Unit: %
Major reason

2011

2010

Total

100.0

100.0

Relatives or friends invitation

31.1

30.9

Curious, experiencing different culture

23.9

23.6

Away from home and relieving pressure

10.4

11.7

Corporate hospitality

6.4

7.0

Shopping

5.3

3.7

Historical legacy

5.0

4.1

Cheap traveling expenses

4.2

4.6

Special tourist activities

3.9

6.5

Good recreational facilities

2.7

1.3

Tasting the exotic cuisine

2.4

1.3

Accessibility

2.1

2.7

Religious factors

1.7

1.1

Others

1.1

1.5

5. Most tourists, domestic or outbound, took short distance trips: In 2011, 64% of
the domestic tourist travels were tours within tourists own living region. For outbound
travels, 87% of the trips were in nearby Asian countries; and more travelers visited
Mainland China (42%) than any other places, followed by Japan (12%) and Hong Kong
(11%). Compared with 2010, visiting Hong Kong had an increase of 3%; Singapore had an
increase of 2%; Macao and Malaysia r had an increase of 1%; while Japan, U.S.A,
Australia, Mainland China and Korea had a decrease of 4%, 2%, 1% and 1% from 2010
respectively.

-24

Table 37 Destinations of outbound Travels

Unit%
Destination
Hong Kong
Mainland
China-Hong
China
Kong-Macao
Macao
Thailand
Malaysia
Singapore
Indonesia
Southeast
Asia
Asia
Philippines
Vietnam
Cambodia
Myanmar
Japan
Northeast
Asia
Korea
Others
U.S.A.
Canada
America
Others
U.K.
Netherlands
Belgium
France
Germany
Switzerland
Austria
Europe
Czech
Hungary
Italy
Greece
Spain
Others
Australia
New Zealand
Oceania
Palau
others
South Africa
Africa
Others

2011

2010

11.4(2)
41.8(1)

53.3

3.9
4.4
2.9
2.9
3.2
1.1
3.1
0.8
0.1
12.3(2)
3.9

17.5

16.2

8.0(3)

6.6

1.5

0.2

2.7
3.9
1.9
1.4
2.2
0.9
2.4
1.5
0.1
16.2(2)
5.3

14.0

21.4

1.0
4.8

42.9(1)

51.2

1.1
3.9
0.7
0.4
1.3
0.8
0.7
1.6
1.3
0.6
0.5
0.8
0.1
1.5
0.2
0.7
0.7
0.7
0.3
0.4

0.2

6.0

4.2

2.5

0.2

5.6
0.6
0.3
0.6
0.4
0.0
0.7
0.9
0.3
0.7
0.5
0.2
0.7
0.1
0.5
0.8
1.8
0.0
0.7

0.2

Note: 1. Traveling regions were multi-choice.

2. Malaysia includes Sabah, Japan includes Okinawa, U.S.A includes Guam and Hawaill,

Thailand includes Phuket, Indonesia includesn Bali.

3.means no sample in the cell; 0.0means the percentage was under 0.05.
4. Number inside parenthesis indicates the first 3 places ranking.

-25

6. North Region was the most important tourist source for both domestic and
outbound tourist market: Analysis based on region of residence, we found that more
domestic trips (51%) were taken by the residents of the North Region than any other region,
followed by the South Region (24%) and Central Region (23%). And 52% of all outbound trips
were taken by the residents of the North Region. The Central Region (22%) and South Region
(22%) were in distant second. Therefore, North Region was the most important tourist source for
both domestic and outbound tourist market.
Table 38 Distribution of Domestic and Outbound Trips in 2011
By Region of Residence
Region of Residence

Domestic Trips (%)

Total
North Region

Outbound Trips (%)

100.0
50.5

100.0
52.4

Central Region

23.0

22.4

South Region

24.3

22.0

East Region

1.7

1.0

Kim-Mar Region

0.5

2.2

7. Most domestic and outbound travelers took individual tours: More tourists took
domestic or outbound trips (88% for domestic and 65% for outbound) by themselves than
joining group tours. Only 4% of all domestic tourist trips were arranged by travel agencies,
while 86% of outbound tours were arranged through travel agencies. The main reasons for
choosing a particular travel agency, domestic or outbound, were Friend and relatives
recommendation, Reasonable price and Ever participated in a trip arranged by
agency.
Table 39 Comparison of Types of Domestic and Outbound Travels in 2011
Unit: %
Item
Type of Tour

Arrangement

Domestic Travel

Outbound Travel

Individual Tour

88.3

64.9

Group Tour

11.7

35.1

3.9

85.9

96.1

14.1

By Travel Agency
Not by Travel Agency

-26

Table 40 Comparison of reasons for choosing a particular travel agency

Domestic vs. Outbound in 2011
Unit: %
Item

Domestic Travel

Outbound Travel

Friends and relatives recommendation

42.3

41.1

Reasonable price

38.1

34.2

Ever participated in a trip arranged by agency

34.4

30.4

Travel agency's good reputation

14.3

19.6

The only agency offering such a trip

9.5

8.3

others

3.0

4.6

8. In 2011, the R.O.C. citizens total domestic tourist traveling expenditure was
NT$ 310.3 billions; total expenditure for outbound travels was NT$ 464.2
billions: Average spending per domestic person-trip was NT$2,038. The total number of
domestic trips were 1.5227 billions, and the R.O.C. citizens total domestic tourist
traveling expenditures was NT$ 310.3 billions. Average spending per outbound person trip
was NT$48,436. The total expenditures of all outbound tourist travels was NT$464.2
billions in 2011. In addition, before and after the trip, there was a total spending of
NT$3,548 in Taiwan for each outbound person-trip (including the expenses of buying trip
necessities and gifts, transportation expenses between home and airports, buying and
repairing camera, suitcases and other traveling equipments). Compared with 2010, the
expenses of buying trip necessities increased. The total expenditures of before and after
outbound trips for all outbound tourist travels was NT$34 billions.
Table 41 Comparison of expenditures between Domestic and Outbound Travels in 2011
Item
Average Spending Per Trip
Total number of trips
Total Travel Expenditure

Domestic Travel

Outbound Travel

NT$2,038 (+6.1%)

NT$48, 436(+4.3%)

152,268,000 trips (+22.9%)

9,583,873 trips (+1.8%)

NT$310.3 billions (+30.3%)

US$10.527 billions (+39.7%)

NT$464.2billions (+6.2%)
US$15.748 billions (+13.8%)

Note: 1.Number inside parenthesis indicates percent change from 2010 to 2011.
2.Outbound travel expense includes international airline tickets, visa expense, loading and all other spending in foreign
counties.

-27

Table 42 Average spending per person-trip in Taiwan before and after each outbound trip
Unit:$N.T
Item

2011

2010

3,548

3,427

Purchasing travel equipments before outbound trip

811

609

Purchasing personal necessities before outbound trip

780

900

1,175

1,097

703

735

79

86

Total

Purchasing gifts for foreign friends and relatives before outbound trip
Transportation expenses between home and airport/harbor
Related expenses after outbound trip

9. 36%~48% of people had plans for domestic travels for the next season: For the
next season domestic travel planning there were 36%~48% of people having plans for
domestic travel for the next season, with the highest proportion (48%) planning for
domestic travels for the 1st Quarter of 2012. (Lunar New Year holidays)
Table 43 Next Season Travel Plans
Item
Total

Unit: %
Plans for 2011 Plans for 2011 Plans for 2011 Plans for 2012
2nd Quarter
3rd Quarter
4th Quarter
1st Quarter
100.0

100.0

100.0

100.0

planned domestic Travel

36.7

38.7

35.8

48.0

planned outbound Travel

4.4

4.7

3.6

3.1

planned both domestic and outbound travels

4.5

5.5

4.7

5.0

54.5

51.0

55.8

43.9

planned neither domestic nor outbound travels

-28