近年來，大型演唱會活動逐漸成為帶動地方觀光與住宿需求的重要來源。然而，過去文獻多著重於單一活動之經濟效益，較少同時探討活動規模差異、不同住宿型態，以及旅遊補助政策與活動同時發生時之影響。因此，本研究旨在分析大型演唱會與旅遊補助對觀光旅館與民宿營運績效之影響，並比較不同活動規模與住宿型態之差異。本文以臺灣 22 個縣市自 2009 年 1 月至 2025 年 6 月之月資料為基礎，以客房住用率與每房可售收入為主要衡量指標，採用雙向固定效果模型進行實證分析，並進一步區分萬人級與四萬人級演唱會，納入旅遊補助交乘項以檢驗其交互效果。

實證結果顯示，大型演唱會對不同旅宿產業之影響並不相同。對觀光旅館而言，大型演唱會整體上對客房住用率與每房可售收入呈現正向影響，顯示演唱會活動能同時帶動住房需求與收益表現。然而，當演唱會與旅遊補助於同一月份同時出現時，其整體提升幅度未進一步擴大。相較之下，民宿市場之整體反應較為有限，但在四萬人級演唱會模型中，旅遊補助與活動同時出現時，民宿市場之住用率與收益表現呈現較明顯之正向效果。

整體而言，本研究顯示大型演唱會對住宿市場具有正向影響，但其效果會因住宿型態、活動規模，以及是否與旅遊補助同時出現而有所差異。研究結果亦指出，旅遊補助與活動之搭配方式可能影響其整體效果，並可作為未來觀光振興政策與旅宿產業規劃之參考。

In recent years, large-scale concerts have gradually become a crucial driver of local tourism and accommodation demand. However, previous literature has primarily focused on the economic benefits of single events, paying less attention to the differences in event scales, accommodation types, and the interactive effects when tourism subsidy policies coincide with these events. Therefore, this study aims to analyze the impact of large-scale concerts and tourism subsidies on the operating performance of tourist hotels and bed-and-breakfasts (B&Bs), and to compare the differences across various event scales and accommodation types. Based on monthly panel data from 22 counties and cities in Taiwan from January 2009 to June 2025, this study employs the occupancy rate and Revenue Per Available Room (RevPAR) as the primary performance indicators. A two-way fixed effects model is adopted for the empirical analysis. Furthermore, the study distinguishes between 10, 000-capacity and 40, 000-capacity concerts, incorporating an interaction term with tourism subsidies to examine their interaction effects.

The empirical results indicate that the effects of large-scale concerts differ across accommodation types. For tourist hotels, large-scale concerts generally exert a positive impact on both the occupancy rate and RevPAR, suggesting that concert events can simultaneously boost accommodation demand and revenue performance. However, when concerts and tourism subsidies occur in the same month, the overall magnitude of improvement does not expand further. In contrast, the overall response of the B&B market is relatively limited; nevertheless, in the 40, 000-capacity concert model, when tourism subsidies and events take place simultaneously, the occupancy rate and revenue performance of the B&B market exhibit a more pronounced positive effect.

Overall, this study demonstrates that large-scale concerts positively impact the accommodation market, though the effects vary depending on the accommodation type, event scale, and the concurrent implementation of tourism subsidies. The findings also suggest that the combination of tourism subsidies and events can influence their overall effectiveness, providing useful references for future tourism revitalization policies and hospitality industry planning.

論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
目錄 vi
圖次 viii
表次 ix
第一章 研究動機與目的 1
第二章 文獻回顧 4
2.1 大型活動的分類 4
2.1.1 大型活動類型辨析與範疇界定 4
2.2 演唱會經濟與「泰勒絲經濟學」的興起 6
2.2.1 世界演唱會產業與活動觀光的發展 6
2.2.2 亞洲演唱會經濟之區域經驗：日本、韓國與新加坡 8
2.2.3 臺灣：後疫情時代的需求回升與城市的檔期布局 10
2.3 大型活動對旅遊與旅宿市場影響之理論與實證 11
2.3.1 活動作為短期外生衝擊 11
2.3.2 規模異質性與市場分層 11
2.3.3 國內大型活動之實證現況 12
2.4 小結 12
第三章 研究方法 14
3.1 資料來源與處理 14
3.2 實證模型 15
3.3 資料分析 21
第四章 實證結果與分析 27
4.1 演唱會對觀光旅館市場之影響 28
4.2 演唱會對民宿市場之影響 31
4.3 旅遊補助效果實證分析 – 觀光旅館市場 34
4.4 旅遊補助效果實證分析 – 民宿市場 37
4.5 穩健性檢定 40
4.6 小結 49
第五章 結論與建議 51
參考文獻 53

英文文獻
Anguera-Torrell, O., & Nicolau, J. L. (2023). Who benefits more from trade shows: Independent, franchised or chain-owned/managed hotels? Tourism Management,98, 104770.
Barcelona Tourism Observatory. (2023). Barcelona tourism activity report 2022. Observatori del Turisme a Barcelona.
Boto-García, D., Anguera-Torrell, O., & Escalonilla, M. (2025). When Taylor Swift hits town: Megastar-driven effects on hotel performance. Tourism Economics, 31(7), 1–26.
Brännäs, K., & Nordström, J. (2006). Tourist accommodation effects of festivals. Tourism Economics, 12(2), 291–302.
Chikish, Y., Humphreys, B. R., Liu, C., & Nowak, A. (2019). Sports-led tourism, spatial displacement, and hotel demand. Economic Inquiry, 57(4), 1859–1878.
Chun, D.-S., Park, K. K.-c., & Kim, J.-M. (2024). From disruption to sustainability: The event industry’s journey through the COVID-19 pandemic. Sustainability, 16(14), 6013.
Depken, C. A., & Stephenson, E. F. (2018). Hotel demand before, during, and after sports events: Evidence from Charlotte, North Carolina. Economic Inquiry, 56(3), 1764–1776.
Dogru, T., Mody, M., & Suess, C. (2020). The effects of Airbnb on hotel performance: Evidence from cities beyond the United States. Tourism Management, 79, 104090.
Falk, M. T., & Vieru, M. (2021). Short-term hotel room price effects of sporting events. Tourism Economics, 27(3), 569–588.
Getz, D. (1997). Event management & event tourism. New York, NY: Cognizant Communication Corporation.
Getz, D. (2008). Event tourism: Definition, evolution, and research.Tourism Management, 29(3), 403–428.
Getz, D., & Page, S. J. (2016). Progress and prospects for event tourism research.Tourism Management, 52, 593–631.
Getz, D., Svensson, B., Pettersson, R., & Gunnervall, A. (2012). Hallmark events: Definition, goals and planning process. International Journal of Event and Festival Management, 3(3), 197–220.
Grand View Research. (2025). South Korea music tourism market size, share & trends analysis report by event, by age group, by booking mode, and segment forecasts, 2025 – 2033.
Greyhill Advisors. (2023). SXSW economic impact 2023 report. South by Southwest (SXSW).
Hall, C. M. (1989). The definition and analysis of hallmark tourist events. GeoJournal, 19(3), 263–268.
Heller, L. R., & Stephenson, E. F. (2021). How does the Super Bowl affect host city tourism? Journal of Sports Economics, 22(2), 183–201.
Hoff, S. P., Gersh, I., & Ogbeide, G.-C. (2025). The effect of Taylor Swift’s “The Eras Tour” on the hospitality industry. ICHRIE Research Reports, 10(1), Article 2.
Holt, F. (2010). The economy of live music in the digital age. European Journal of Cultural Studies, 13(2), 243–261.
Intason, M., Lee, C., & Coetzee, W. (2021). Examining the interplay between a hallmark cultural event, tourism, and commercial activities: A case study of the Songkran Festival. Journal of Hospitality and Tourism Management, 49, 508–518.
Lee, C. G. (2021). Are we explaining the movement of hotel room rates correctly? Tourism: An International Interdisciplinary Journal, 69(1), 21–33.
Lim, S., Seetaram, N., Hosany, S., & Li, M. (2023). Consumption of pop culture and tourism demand: Through the lens of herding behaviour. Annals of Tourism Research, 99, 103531.
Lo, M. C., Mohamad, A. A., Thong, J. Z., & Law, F. Y. (2025). Post-COVID-19 pandemic: Examining the moderating role of event image on visitors’ intention to revisit major events. Turyzm/Tourism, 35(1), 39–53.
Müller, M. (2015). What makes an event a mega-event? Definitions and sizes. Leisure Studies, 34(6), 627–642.
Nashville Convention & Visitors Corp. (2024). Research & hospitality stats. Visit Music City.
Ng, A. (2024, April 26). Singapore's economy boosted by Taylor Swift, Coldplay shows; over half of concertgoers 'likely' from overseas. CNA.
Observatori del Turisme a Barcelona. (2023). Barcelona tourism activity report 2022. https://www.observatoriturisme.barcelona.
Oklobdžija, S. (2015). The role of events in tourism development. BizInfo (Blace), 6(2), 83–97.
Pendleton, D., Ballentine, C., Patino, M., Whiteaker, C., & Li, D. (2023, October 26).Taylor Swift vaults into billionaire ranks with blockbuster eras tour. Bloomberg.
Pyo, K. (2025, February 19). Inspire Arena pushes for growth, more concerts despite ownership change. The Korea Times.
Richards, G., & Wilson, J. (2004). The impact of cultural events on city image: Rotterdam, cultural capital of Europe 2001. Urban Studies, 41(10), 1931–1951.
Ritchie, J. R. B. (1984). Assessing the impact of hallmark events: Conceptual and research issues. Journal of Travel Research, 23(1), 2–11.
Rogerson, C. M. (2002). Urban tourism in the developing world: The case of Johannesburg. Development Southern Africa, 19(1), 169–190.
Santos de Sousa Bento, C. I. (2024). The impact of events on key performance indicators in the hotel industry: The case of Lisbon. European Journal of Tourism Research, 38, 3820.
Seaton, P., & Yamamura, T. (2015). Japanese popular culture and contents tourism – Introduction. Japan Forum, 27(1), 1–11.
Singapore Tourism Board. (2025, February 10). Singapore achieves historical high in tourism receipts in 2024 [Press release]. https://www.stb.gov.sg
STR. (2024, April 10). Eras Tour led to March records for Singapore hotels. CoStar.
Spencer, J. P., & Bavuma, Z. (2018). How important are MICE to the tourism economy? The Business and Management Review, 9(4), 125–134.
Talaat, N. M., & Rashwan, K. A. E. (2018). Success factors of hallmark events: The case of Vietnam. Journal of Association of Arab Universities for Tourism and Hospitality, 15(3), 79–84.
UK Music. (2017). Wish you were here 2017: Music tourism’s contribution to the UK economy. UK Music.
UK Music. (2023). Here, there and everywhere: Music tourism report 2023. UK Music.
UK Music. (2024). Beyonce and Blur attract 19.2 million music tourists to UK events. UK Music.
Wheatley, M. C. (2024). The Impact of Mega-Events on Urban Development: A Review. Premier Journal of Social Science, 1, 100001.
Wooldridge, J. M. (2013). Introductory econometrics: A modern approach (5th ed.). Cengage Learning.
八木良太（2018）。ミュージックツーリズムの概念と日本導入の可能性に関する一考察。観光研究，30(1)，37-44。

中文文獻
李君如 (2014)。大型活動的遊客價值對滿意度、忠誠度及城市意象之影響－以臺北國際花博為例。博物館學季刊，28 (1)，95–121。
林昱彣 (2025)。演唱會經濟學：韓國、中國、臺灣演唱會之商業模式探究〔未出版之碩士論文〕。逢甲大學。
梁惠君 (2025)。從巡演熱潮到城市品牌：演唱會經濟在高雄市的發展潛力與挑戰〔未出版之碩士論文〕。國立清華大學。
黃詩尹、童秋霞、熊乃歡、邱紹群 (2023)。後疫情現場演唱會再訪意願之調查。觀光與休閒管理期刊，11 (1)，187–203。
臺北市政府觀光傳播局 (2025年3月16日)。2024年逾530場演唱會、300場以上國際會展在臺北！ 演唱會經濟潛能估達每日3億〔新聞稿〕。
聯合信用卡處理中心 (2025年5月)。城市觀光經濟新引擎 八成追星族跨縣市參加演唱會〔產業分析報告〕。聯合信用卡處理中心。
蕭瑋彤 (2022)。都市更新對高雄市房地產市場的時空影響效果：將差異中之差異法應用到特徵價格法模型〔未出版之碩士論文〕。國立中山大學。
陳宗玄、朱瑞淵 (2019)。觀光旅館住宿需求季節性與客源結構關係之研究。人文社會科學研究：教育類，13 (2)，22–38。
天下雜誌 (2025年7月31日)。五月天、Blackpink都指定！必應創造怎樣靠「一站式服務」做到亞洲演唱會龍頭？【8分鐘看懂天下】Ep.44 [影片]。YouTube。
文化內容策進院 (2025年9月30日)。演唱會經濟！2024年臺灣流行音樂展演票房回顧。TAICCA 聚焦，14。
吳玲臻 (2025年7月31日)。「又辦在高雄！」解密演唱會經濟4大洞察：住宿消費提升48%，Bruno Mars粉愛跑趴？。數位時代。
高雄市政府 (2024年9月23日)。翻轉工業城市印象！演唱會經濟與藝文觀光夯，推升高雄永續轉型。天下雜誌。
交通部觀光署 (2025)。114年上半年旅宿業營運統計。臺灣旅宿網。
林灼榮、謝俊魁、陳靜瑜 (2014)。新北市旅館及民宿業之營運環境與生產效率：共同邊界生產函數推估法。觀光休閒學報，20 (3)，319-346。
聯合信用卡處理中心 (2025年8月28日)。演唱會經濟崛起：高雄演唱會的觀光與消費分析 [案例研析]。聯合信用卡處理中心信用卡大數據平臺。
廖信華 (2017)。探討體驗行銷活動與住宿效益的關係—以故宮南院活動及樺舍商旅為例 [碩士論文，東海大學]。臺灣博碩士論文知識加值系統。
車成緯、李青松 (2015)。從臺北花博探討活動外溢效果、政治參與對城市意象之影響。管理與系統，22(3)，249–272。
方進義、謝宛婷 (2011)。會展活動與地區特性對觀光旅館經營績效之影響。餐旅暨觀光，8(4)，289–305。
交通部觀光署。新版統計查詢網：旅宿業統計資料。交通部觀光署行政資訊網。取自：https://statis.motc.gov.tw/motc/Statistics/Display?Seq=1123
內政部戶政司。歷年各縣市人口統計資料。內政部戶政司全球資訊網。取自：https://statis.moi.gov.tw/micst/webMain.aspx?k=defjsp
臺北市政府觀光傳播局（2025年7月19日）。臺北演唱會經濟上半年吸百萬人潮、創逾41億觀光產值 觀傳局串聯近90家旅宿推票根住宿餐飲優惠延續熱潮〔新聞稿〕。臺北市政府全球資訊網。取自：
https://www.gov.taipei/News_Content.aspx?n=F0DDAF49B89E9413&s=5A9D6105F4640053
交通部觀光署。歷年國旅振興政策與計畫公告。交通部觀光署行政資訊網。取自：https://www.taiwan.net.tw/