旅遊業不但是賺取外匯的無煙工業，尚可為地方製造無數就業機會。過去政府雖然推動各項提升來台旅客人次之計劃，唯礙於政治因素及推展策略無法奏效，導致成果不甚理想。若和鄰近國家比較，來台旅客人次更是相形見絀。
「情感」(Emotion) 是影響消費者的購買決策的重要因素之一，也影響消費者的滿意度以及再次購買意願。情感亦可作為休閒觀光市場區隔的一項變數，遊客與觀光地點之間的特殊情感，可能影響其滿意度及忠誠度。然而在休閒觀光產業領域中，以情感作為觀光市場區隔之研究非常匱乏。由於僑生來台就學的過程中對台灣的人事物均存在著一份情感，這份情感不僅可能引發其日後重返台灣旅遊或參與母校活動，甚至也可能影響其親友來台旅遊。有鑑於此，本論文主要透過畢業僑生之問卷調查，探討情感因素在區隔台灣觀光產業之可行性。
本論文以馬來西亞留台學生為研究對象，應用結構方程模式探討彼等對台情感程度與來台旅遊意願、滿意度以及忠誠度之關係，同時分析馬來西亞留台學生所喜愛的旅遊參與型態。研究結果顯示，馬來西亞留台學生對留台期間皆存在顯著正面情感，對再次返台旅遊意願極高，尤其是對台灣情感程度較高之畢業生。本研究雖然僅以馬來西亞籍僑生作為調查對象，其結論或可延伸至其他國籍之留台僑生，以情感作為訴求，吸引更多海外僑生及其親友來台旅遊。

Developing tourism is an important economic activity to improve local economies. Although Taiwan governments have planed a serious of policies to enhance the current tourism industries, the results and effects are not obvious.
Existing studies have shown emotional responses of consumers affect their purchase decisions. Moreover, some studies have also shown that emotions affect the degrees of satisfaction and willingness of re-purchase. Thus emotion would be one segment factor of tourism markets. The relationships and emotional experiences between tourists and tourism destinations influence satisfaction and loyalty. However, the studies discuss emotion and tourism industries are seldom available.
In Taiwan, there are a number of overseas students. Theirs emotions to Taiwan may drive them to visit Taiwan again. Furthermore, they may also promote Taiwan to their friends. Therefore, this thesis focuses on Malaysian overseas students who had studied in Taiwan to discuss the relationships among their emotions, motivation, satisfaction, and loyalty. The research model investigates the relevant relationships among the constructs by using structural equation modeling approach. Moreover, this thesis also discusses their favorite travel pattern. The research results show that Malaysian overseas students who have more positive emotions to Taiwan have more willingness to visit Taiwan. The results also successfully demonstrate that emotion is an important segment factor.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象與流程 3
第二章 文獻回顧 6
第一節 台灣觀光政策及馬來西亞旅客來台觀光之現況 6
第二節 消費者行為理論 12
第三節 情感與消費者行為 21
第四節 旅遊動機 23
第五節 顧客滿意度 25
第六節 顧客忠誠度 28
第三章 研究方法 30
第一節 研究架構與假設 30
第二節 問卷設計 32
第三節 資料分析方法 37
第四章 研究結果 42
第一節 問卷回收與信度分析 42
第二節 樣本特性分析 42
第三節 旅遊參與型態分析 44
第四節 滿意度及忠誠度分析 45
第五節 情感、滿意度、忠誠度、旅遊動機和人口統計變數之 46
變異數分析 46
第六節 情感與旅遊動機因素分析 49
第七節 情感-滿意度-動機-忠誠度之路徑分析 55
第五章 結論與建議 62
第一節 研究結果 62
第二節 研究限制 63
第三節 建議 63
第四節 後續研究 64
文獻參考 65
附錄 正式問卷 71

圖目錄
圖1-1研究流程圖 5
圖2-1 Nicosia Model 16
圖2-2 Howard-Sheth Model 17
圖2-3 EKB模式 19
圖3-1本研究之研究架構圖 30
圖3-2 線性結構方程模式的基本程序 40
圖4-1情感-滿意度-動機-忠誠度路徑分析圖之實證結果 59

表目錄
表2-1 1995年至2004間全球及各區域之國際觀光產業收益表 7
表2-2亞太區域各國在國際觀光市場之收益情形 8
表2-3台灣與香港、泰國、日本以及韓國在國際旅客總人次之比較 9
表2-4 2004年度至2006年度台灣「觀光客倍增計畫」之施政重點 10
表2-5 台灣各級學校在學僑生人數 11
表2-6 台灣大專院校畢業僑生(以地區別) 12
表2-7 消費者行為之定義 14
表2-8 情感測量方法用於消費者研究之概況 22
表2-9 基本的正面/反面情感模型與情感名詞 23
表2-10 顧客滿意度的定義 27
表3-1 情感構面項目 33
表3-2 遊客滿意度及忠誠度問項 34
表3-3 旅遊動機項目 35
表3-4 旅遊參與型態項目 36
表3-5 遊客社經背景問項 36
表3-6 各種契合度指標比較 39
表4 1 問卷構面之信度分析 42
表4 2 樣本基本資料 44
表4 3旅遊參與型態 45
表4-4 受訪遊客滿意度及忠誠度分析 46
表4-5 性別與情感、滿意度、忠誠度及旅遊動機之變異數分析 47
表4-6 婚姻狀況與情感、滿意度、忠誠度及旅遊動機之變異數分析 47
表4-7 年齡與情感、滿意度、忠誠度及旅遊動機之變異數分析 48
表4-8 年齡與情感、滿意度、忠誠度及旅遊動機之變異數分析 48
表4-9 月收入與情感、滿意度、忠誠度及旅遊動機之變異數分析 49
表4-10 畢業年數與滿意度、忠誠度及旅遊動機之變異數分析 49
表4 11情感之因素分析表 51
表4-12旅遊動機之因素分析表 54
表4-13 LISREL模式之變數說明 56
表4-14 模型配適度指標 57
表4-15 結構模型結果 58
表4-16 研究假設檢定結果分析 61

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