臺灣博碩士論文加值系統

下龍灣是世界襲產景點，其景觀與文化舉世聞名。本研究針對台灣觀光客赴下龍灣旅遊之旅遊行為特性進行調查。近年來前往越南旅遊的台灣和其他國際觀光客愈來愈多，但有關越南觀光產業的研究並不多。為了瞭解台灣觀光客赴下龍灣旅遊之旅遊行為，乃針對下龍灣當地旅行業者及權威人士進行訪談，並對在2005年12月至2006年1月赴下龍灣旅遊之150名台灣觀光客作問卷調查。調查結果顯示，最吸引受訪之台灣觀光客的是下龍灣的自然環境，惟下龍灣對台灣旅遊市場而言並不知名，故下龍灣的觀光產品未能和台灣的出國旅遊市場作較好之連結。另外，旅館之服務與品質須改善以滿足國際觀光旅客之需求。本文謹針對下龍灣觀光產業作出建議俾協助當地旅行業者訂定行銷策略，並針對未來研究提出建議。

Halong Bay as the world’s Heritage site with its landscape and culture have been known well in the world. The study investigated the travel behavior characteristics of the Taiwanese tourists who visit Halong Bay. In recent years, Taiwanese visitors as well as international visitors to Vietnam are increasing, but research on the Vietnam tourism industry still limited. In order to understand the behavior of Taiwanese tourist, the author have conducted interview with tour operators and local authorities in Halong Bay and 150 questionnaires have been collected from Taiwanese tourists who were in Halong Bay during December 2005 and January 2006 to get the quantitative and qualitative results. Base on the results, it can be found that Halong Bay attracts Taiwanese tourists mainly because of its natural environment. The results also indicated that lack of awareness of Halong Bay in the Taiwanese travel marketplace. This translates into lack of relevance of Halong Bay tourism product for the Taiwanese outbound travel market. Hotel service and quality of service are recommended to be improved in Halong Bay in order to meet international visitors’ demands. Several recommendations for Halong Bay tourism industry were made to help the tour operators develop marketing strategies for this target market and suggestions for further researches were given.

TABLE OF CONTENTS
中文摘要 i
ABSTRACT ii
ACKNOWLEDGEMENT iii
LIST OF FIGURES vii
LIST OF TABLES viii

Chapter One INTRODUCTION 1
1.1 . RESEARCH MOTIVATIONS 1
1.2 . RESEARCH OBJECTIVES 2
1.3 . RESEARCH PROBLEMS 3
1.4 . DEFINITIONS OF TERMS 4
1.5 . THE IMPORTANCE OF RESEARCH 5
1.6 . OUTLINE OF RESEARCH 6

Chapter Two BACKGROUND OF VIETNAM’S TOURISM INDUSTRY 7
2.1. OVERVIEW OF VIETNAM 7
2.2. CURRENT STATUS OF VIETNAM’S TOURISM INDUSTRY AND ISSUES TO BE FACED 8
2.2.1. Current status of Vietnam’s tourism industry 8
2.2.2. Issues to be faced 11
2.3. VIETNAM TOURISM ORIENTATION 12
2.4. HALONG AND TOURISM INDUSTRY 14
2.4.1. Ha Long development process 15
2.4.2. Conservation of Ha Long World Heritage 18
2.4.3. Issues and challenges 19
2.5. TAIWANESE OUTBOUND TOURISTS 19
2.6. THE RELATIONSHIP BETWEEN VIETNAM AND TAIWAN 21
2.7. CURRENT TAIWANESE TOURIST IN VIETNAM 23

Chapter Three LITERATURE REVIEW 24
3.1. INTRODUCTION 24
3.2.TOURISTS’ CHARACTERISTICS VS. CONSUMER BEHAVIOR IN TOURISM AND TRAVEL MOTIVATION 24
3.2.1. Tourists’ characteristics 24
3.2.2. Consumer Behavior Studies in Tourism 26
3.3. DESTINATION’S IMAGE 30
3.4. TOURISTS’ SATISFACTION 32
3.5. RELATIONSHIP BETWEEN DESTINATION ATTRIBUTES AND TOURISTS’ SATISFACTION 34
3.6. DESTINATION POSITIONING AND MARKETING 35

Chapter Four RESEARCH METHODLOGY 36
4.1. INTRODUCTION 36
4.2. THE DATA NEEDED 36
4.3. THE TARGET POPULATION 37
4.4. SAMPLING METHOD 37
4.5. PILOT TEST 37
4.6. THE QUESTIONAIRE’S RELIABILITY AND VALIDITY 38
4.7. QUESTIONNAIRE DESIGN 39
4.8. SURVEY PROCEDURE 39
4.9. DATA ANALYSIS 40

Chapter Five RESULTS AND DISCUSSIONS 41
5.1. QUALITATIVE RESULT 41
5.1.1. How long Vacation periods of Taiwanese visitor stay in Halong 41
5.1.2. What are expenditure patterns of Taiwanese visitors 41
5.1.3. What is the type of Taiwanese tourist to Halong Bay 41
5.1.4. What are activities in Halong attract visitors most 42
5.1.5. Vietnamese government policies with foreign visitor 44
5.1.6. Competition for the outbound tourist from Taiwan 45
5.1.7. Where in Halong Bay travelers want to visit 46
5.1.8. How important is the language barrier for communicating 47
5.1.9. Tour operators describe the Halong Bay tourism potential 47
5.1.10. Tour operators’ recommendation 48
5.2. QUANTITATIVE RESULT 51
5.2.1. Demographic Characteristics of the Respondents 51
5.2.2. Frequency in Vietnam before 53
5.2.4. Purpose of visiting 57
5.2.5. Sources of information 58
5.2.6. Time of decision making 59
5.2.7. The travel party 59
5.2.8. Image of Halong perceived by Taiwanese Visitor 60
5.2.9. Visitor motivation 62
5.2.10. Visitor Satisfaction 64
5.2.11. Visitor’s concern about Halong’s Tourism Industry 66
5.2.12. Likelihood of return visit 68
5.2.13. Visitor’s recommendation 69
Chapter Six CONCLUSIONS AND RECOMMENDATIONS 72
6.1. CONCLUSIONS 72
6.2. RECOMMENDATIONS 73
6.2.1. Recommendation for Vietnam tourist industry in general 73
6.2.2. Recommendation for Halong Bay tourism industry 75
6.3. IMPLICATION OF RESEARCH 80
6.4. LIMITATIONS OF THE RESEARCH 81
6.5. SUGGESTIONS FOR FUTURE RESEARCH 82
REFERENCES 83
APPENDIX 91
I Questionnaire for Taiwanese Travelers to Halong Bay (English version) 91
II Questionnaire for Taiwanese Travelers to Halong Bay (Chinese version) 95
III Questionnaire for interview Travel Agents and Tour Wholesalers 99
IV Overview of Vietnam Tourism statistic during 2000-2004 100
V International arrival to Vietnam in 2005 103

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