臺灣博碩士論文加值系統

新南向政策從2016年生效之後，越南旅客來臺灣的數量大幅度成長。本研究的目的在於了解越南旅客在台灣的滿意度以及其影響因素。旅客之滿意度由六個層面來衡量，包括基礎設施、文化特徵、語言障礙、物有所值、娛樂以及環境。接下來，通過對各種因素進行測試，找出對旅遊者的滿意度有影響的因素。測試包含五個因素：人口特徵、旅程之準備過程、旅行行為屬性、旅行前的期望和旅遊實際體驗。本研究採用定量方法。研究者通過問卷設計的方式進行調查，共收集到172份問卷，回卷者均為最近前往臺灣旅行並已回到越南的越南旅客。結果顯示越南旅客的滿意度相當高，尤其是在環境以及文化特徵層面，本研究也發現對旅客滿意度影響最大之因素是旅遊實際體驗。最後，本研究對政府及旅行社如何應用這個調查的結果提供建議，以及指引未來的研究者如何進相關主題的研究。

With the effect of New South Bound Policy in 2016, there has been a high increase in the number of Vietnamese tourists coming to Taiwan. The aim of this research is to find out the Vietnamese tourist satisfaction in Taiwan and the factors that affect it. The tourist satsifacion was measured by six dimensions, which are infrastructure, cultural features, language barrier, value for money, reacreation, environment. Then, the research tests various factors to find out which factors have an effect over tourist satisfacton. Five factors were tested, including demographic characteristics, preparation procedure for the trip, travel behavior attributes, expectation before the trip and tourist actual experience. The research follows a quantitative approach. It develops a questionnaire and uses it to collect data from 172 Vietnamese tourists who travelled to Taiwan recently and came back to Vietnam. The result showed that there is a high level of satisfaction among Vietnamese tourists, especially in the dimension of environment and cultural features. It was found that the expectation and actual experience factors have the most important influence over the overall tourist satisfaction. Finally, the research provides recommendations and suggestions for government and travel companies on how to best utilize this research, and for future researchers with regards to how new research on the same subject should be conducted.

CHAPTER 1: INTRODUCTION 1
1. Research background and motivation 1
2. Research objectives 3
3. Potential contribution 4
4. Structure of this study 5
CHAPTER 2: LITERATURE REVIEW 5
1. Definitions of terms 6
1.1. New Southbound policy 6
1.2. E-Visa 7
1.3. International tourism 8
2. Taiwan tourism industry 9
2.1. Tourism industry in Taiwan 9
2.2. Taiwan’s international tourists 10
2.3. International tourist expenditure in Taiwan 13
2.4. Overall international tourist satisfaction in Taiwan 14
2.5. Taiwan tourism promotion strategy in different countries 14
2.5.1. Taiwan tourism promotion strategy in China, Hongkong, Macao 15
2.5.2. Taiwan tourism promotion strategy in Japan 16
2.5.3. Taiwan tourism promotion strategy in Korea 17
2.5.4. Taiwan tourism promotion strategy in Vietnam 19
2.5.5. Summary 21
3. Taiwan – Vietnam relationship 22
3.1. General 22
3.2. Cultural similarity 23
3.3. Taiwan-Vietnam travel exchange 23
3.4. The increase in the number of Vietnamese tourists to Taiwan 25
3.5. Taiwan’s image in Vietnamese people 28
4. Outbound tourism industry in Vietnam 29
5. Tourist satisfaction 30
5.1. The importance of tourist satisfaction 31
5.2. Factors affecting tourist satisfaction and actual experience 32
5.2.1. Push and pull factors 33
5.2.2. Demographic characteristics 33
5.2.3. Preparation procedure for the trip 34
5.2.4. Travel behavior attributes 35
5.2.5. Tourist expectation 36
5.3. Relationship among actual experience at the destination, tourist satisfaction and tourist expectation 39
6. Research model 40
CHAPTER 3: RESEARCH METHODOLOGY 40
1. Methodological appropriateness 40
2. Measurements 41
3. Methods and techniques 42
CHAPTER 4: DISCUSSION AND FINDINGS 44
1. Demographic 44
1.1 Distribution 44
1.2 Demographic Discussion 46
2. Item statistics 46
3. Reliability 48
4. Preparation procedure for the trip 49
5. Travel behavior attributes 50
6. Correlation 51
7. Multiple regression analysis 52
7.1 Actual experience at the destination and tourist attributes 52
7.2 Tourist satisfaction, actual experience and expectation before the trip 54
8. ANOVA test 56
CHAPTER 5: CONCLUSTION AND SUGGESTIONS 58
1. Recommendations 59
1.1 For tourists 59
1.2 For travel companies 60
1.3 Taiwan government 60
1.4 Future research 61
2. Overall conclusion 62
REFERENCES 62
APPENDICES 69
Appendix 1: Online Application for R.O.C. (Taiwan) Travel Authorization Certificate 69
Appendix 2: Project for Simplifying Visa Regulations for High-end Group Tourists from Southeast and South Asian Countries 71
Appendix 3: Questionnaire (English – developed by the author) 774
Appendix 4: Questionnaire (English – cross translation by the author’s friend) 778
Appendix 5: Questionnaire (Vietnamese) 782

Chinese
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Webpage
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