臺灣博碩士論文加值系統

本研究目的在於探討不同世代對中國大陸旅客來台的旅遊態度與行為之影響。以旅遊消費系統(Tourism Consumption System)為基礎，提出計畫時間、旅遊資訊來源、旅遊行為、滿意度與再訪意願等研究假說。其中旅遊行為包含停留時間、參與活動、消費總金額與紀念品購買金額。本研究使用快速集群、多變量、迴歸與羅吉斯等方法，檢視社會改革前與社會改革後兩不同世代的旅遊行為。研究結果支持旅遊消費系統(TCS)，顯示中國大陸旅客來台，不同世代之間相似與相異的旅遊行為。本研究延續過去的實務驗證與新事物的發現並提出以世代作為市場區隔的準則，期盼對旅遊產業有所貢獻。

關鍵字：世代、旅遊消費系統

The purpose of this study was to examine the attitudes and behaviors of Chinese travelers to Taiwan portrayed by generation. Based on the theory of tourism consumption systems (TCS), the hypotheses were proposed regarding tourists’ information source used, planning time, travel behavior (length of stay, leisure activities, destination expenditures, and gift-buying expenditures), overall evaluation of destination, and revisit intention. The study utilized quick cluster, analysis of variance (ANOVA), regression and logistic tests to detect statistically significant differences in two generation. The results revealed not only a number of significant differences in generation, but also some important similarities for Chinese tourists’ travel behavior in Taiwan. Moreover, the study provides important empirical support for the theory of TCS, while showing the value of generation analysis as a commonsense segmentation criterion in travel market research. This work has led to an accumulation of empirical evidence and new insights on the subject of interest, further making a substantial contribution toward the better understanding of travel behavior.

Keywords: Generation, Tourism Consumption System (TCS)

Table of content
Acknowledgement 1
1.Introduction 2
2. Literature review 5
2.1 Theory of tourism consumption system (TCS) 5
2.2 Generation 8
2.4 Planning time and travel behavior 10
2.4.1 Planning time and length of stay 10
2.4.2 Planning time and activities 11
2.4.3 Planning time and expenditures 12
2.4.4 Planning time and gift-buying behavior 12
2.5 Information source and travel behavior 13
2.5.1 Information source and length of stay 13
2.5.2 Information sources and activities 14
2.5.3 Information source and expenditures 15
2.5.4 Information sources and gift-buying behavior 15
2.6 Motivation and travel behavior 16
2.6.1 Motivation and length of stay 16
2.6.2 Travel motivation and activity 16
2.6.3 Travel motivation and expenditures 17
2.6.4 Travel motivation and gift-buying expenditures 17
2.7. Planning time and satisfaction 18
2.7.1 Planning time and satisfaction 18
2.7.2 Planning time and satisfaction of specific activities 18
2.8 Travel behavior and satisfaction 19
2.9 Attribute satisfaction and overall satisfaction 20
2.10 Satisfaction and revisit intention 20
3.Methodology 22
3.1 Measurement development 22
3.2 Data analysis 23
4.Result 28
5.Discussion 58
5.1Managementrial Implications 61
6.Conclusion 63
References 64
Appendix 1 Visitor Expenditures 73
Appendix 2 2010-2011Annual survey 73
Copyright 83



Figure
Figure 1. TCS by Woodside and Dubelaar (2002) 7
Figure 2. Research Model 25
Figure 3.Chinese Travel Behavior in Phase 1 and 2 30
Figure 4. Chinese Travel Behavior and Satisfaction 32
Figure 5. Satisfaction and Intention of Revisit 34
Figure 6. Internet and Length of stay by generation 42


Table
Table 1.Characteristics of the sample 24
Table 2.Description of concepts 26
Table 3.Descriptive Statistics for All Variables 28
Table 4.Planning Time by Generation (ANOVA tests) 35
Table 5. Information Source Preferences by Generation (ANOVA tests) 35
Table 6.Travel Motivation by Generation 36
Table 7. Intention to Revisit by Generation 36
Table 8. Planning Time and Length of Stay 37
Table 9. Planning Time and Lake Tour 38
Table 10. Planning Time and Expenditures 39
Table 11. Planning Time and Gift-buying Expenditures 40
Table 12. Information Source and Length of Stay 41
Table 13. Information Source and Shopping 43
Table 14. Information Source and Expenditures 44
Table 15. Information Source and Gift-buying Expenditures 45
Table 16. Motivation and Length of Stay 46
Table 17. Motivation and Lake Tour 47
Table 18. Motivation and Expenditures 48
Table 19. Motivation and Gift-buying Expenditures 49
Table 20. Planning Time and Satisfaction of Itinerary 50
Table 21. Planning Time and Gourmet Food 51
Table 22. Planning Time and Satisfaction of People Friendly 52
Table 23. Travel Behavior and Satisfaction of Itinerary 53
Table 24.Travel Behavior and Satisfaction of Gourmet Food 54
Table 25. Travel Behavior and Satisfaction of Sun-Moon Lake 55
Table 26. Attribute Satisfaction and Overall Satisfaction 56
Table 27. Travel Behavior and Intention of Revisit 57

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