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研究生:謝國龍
研究生(外文):Hsieh Kuo-Lung
論文名稱:陸客遊台消費行為研究
論文名稱(外文):A Study of Consumption Behaviors of the People of Mainland China Visiting Taiwan
指導教授:曾信超曾信超引用關係顏義文
指導教授(外文):Zeng Xin-ChaoYen Yi-Wen
學位類別:碩士
校院名稱:長榮大學
系所名稱:高階管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:132
中文關鍵詞:消費行為大陸遊客陸客遊台滿意度
外文關鍵詞:The traveling expensesMainland China Visiting TaiwanThe degree of satisfactionThe passenger characteristic
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觀光收益最明顯的表現即是觀光客在旅遊活動時所進行的消費行為,也是創造外匯收入的重要來源。觀光局指出,以陸客平均停留7天,每人每天平均消費約美金243元。大陸觀光客在台花一塊錢,可創造國民所得壹點七元,政府與民間應更積極地促成全面性開放大陸人士來台觀光。
本研究以大陸遊客來台消費行為研究為主題,分析旅客特質及旅遊消費對購後評估及滿意度之影響,研究結果如下:1.透過因素分析萃取旅客特性因素為訊息性。2.旅遊消費為(1)消費性(2)產品性(3)決策性等三項主要因素。3.透過迴歸分析,滿意度及忠誠度等相關變數的影響,所得結果(1)旅遊行為發生後所產生的購後評估之服務性與便利性對遊客的消費行為有提升作用。(2)旅客特性對遊客消費行為具有正面效果。(3)親切的服務、優質的交通及環保與旅客特質有正面的影響。(4)消費價格的合理性與適宜的決策,對遊客的滿意度具有正面意義。
根據研究提出下列建議:
1.統計來台大陸旅客人口結構與旅遊特性等資料,以供相關單位參考。主管機關應督促與輔導觀光店家提昇購物環境、商品質量與服務品質。
2.推廣具本土特色的商品及精簡入台手續及保證制度。專案申請參訪團處理應再縮短流程,以達時效性及便利性。
3.發揮旅遊綜合帶動效應,塑造城市文化特色,提高公民的素質,進而提升城市的人文形象。
4.觀光店家應提供導遊充分、真實的商品資訊,且將商品的訊息適時、完整的傳遞給遊客。
在全球化與注重地區行銷的時代中,旅遊者的質量已被視作國力擴散的重要一環,透過兩岸旅遊交流,台灣不僅有機會繼續達成高經濟成長,更能促進大陸政經菁英及民眾對台灣的瞭解。推動大陸人民赴台旅遊的全面開放,將更有利兩岸人民互動和學習。
The sightseeing income most obvious performance is the tourist when the traveling activity carries on consumer behavior, also is creates the foreign exchange earnings the important origin. The Tourism bureau pointed out that pauses equally by the land guest 7 days, each human of everyday average consumption approximately 243 dollar. The mainland China tourist spends a dollar in Taiwan, may create the national income 1.7 Yuan, the government and the folk should facilitate the integrity to open the mainland public figure positively to come the Taiwan sightseeing.
This research comes the Taiwan consumer behavior research take the mainland China tourist as a subject, analyzes the passenger special characteristic and the traveling expends after buys the appraisal and the degree of satisfaction influence, the findings is as follows: 1. Penetration factor analysis extract passenger characteristic factor for news. 2. Traveling expenses are (1) the consumption (2) the product (3) the decision-making and so on three primary factors. 3. penetration regression analysis, correlation variable and so on degree of satisfaction and loyalty influences, after the obtained result (1) traveling behavior occurs buys ministrant of and the convenience appraisal which produces to tourist's consumer behavior has the promotion function.(2) passenger characteristic has the positive effect to the tourist consumer behavior.(3) kind service, the high quality transportation and the environmental protection and the passenger special characteristic have the positive influence.(4) expense price rationality and the suitable decision-making, has the positive significance to tourist's degree of satisfaction.
Puts forward the following proposal according to the research:
1.Counts Taiwan mainland passenger materials and so on population structure and traveling characteristic, supplies the related unit to refer. The controlling organization should supervise and counsels the sightseeing shop owner promote the shopping environment, the commodity quality and the service quality.
2.The promotion has the native place characteristic the commodity and simplifies into the Taiwan procedure and the guarantee system. The special case application visiting group processes should again reduce the flow, reaches the effectiveness and the convenience.
3.The display traveling synthesis impetus effect, molds the civic culture characteristic, improves citizen's quality, and promotes the city the humanities image.
4.The sightseeing shop owner should provide the tour guide fully, the real commodity information, also commodity news at the right moment, integrity transmission for tourist.
And pays great attention to local marketing in the globalization in the time, tourist's quality was regarded does the national strength proliferation the important link, not only penetrates both banks traveling exchange, Taiwan has the opportunity to continue to achieve the high economy to grow, can promote the mainland politics after cyanine England and the populace to Taiwan the understanding. Impels the mainland people to go to the comprehensive opening which Taiwan travels, more advantageous both banks people interaction and study.
中文摘要.................................................Ⅰ
英文摘要.................................................Ⅲ
目錄.....................................................Ⅴ
表目錄...................................................Ⅳ
圖目錄...................................................Ⅹ
第一章 緒論.......................................1
第一節 研究背景與動機................................1
第二節 研究目的......................................4
第三節 研究範圍與對象.................................5
第四節 研究流程......................................7
第二章 文獻探討..................................8
第一節 相關名詞界定..................................8
第二節 消費者行為...................................13
第三節 購物消費行為.................................16
第四節 中國出境旅遊發展資料分析......................18
第五節 對台灣品牌的知名度及產品信任度.................22
第六節 全球觀光消費國排行榜..........................23
第七節 旅客特性.....................................25
第三章 研究方法及設計...........................29
第一節 研究架構.....................................30
第二節 研究假設.....................................31
第三節 問卷設計與抽樣調查...........................32
第四節 問卷調查之實施...............................35
第五節 資料分析方法.................................36
第四章 實證分析.................................39
第一節 樣本基本資料分析.............................40
第二節 效度與信度分析...............................50
第三節 t檢定.......................................57
第四節 差異分析.....................................64
第五節 相關分析.....................................84
第六節 迴歸分析.....................................86
第五章 結論與建議...................................91
第一節 研究結論.....................................92
第二節 研究建議.....................................95
第三節 研究限制.....................................99
第四節 研究貢獻....................................100
參考文獻
一、中文部................................................ 102
二、英文部分...............................................104
附錄一:問卷.....................................107
附錄二:大陸地區人民申請來臺從事觀光活動作業規定.......114
附錄三:大陸地區人民來臺從事觀光活動許可辦法...........121
附錄四:中華民國旅行業品質保障協會旅行購物保障制度管理作業
規定...........................................129
一、中文部分
1.皆川慎吾(民80),旅遊業界,日本教育社。
2.景曉莉(民92)中國出境旅遊者消費行為模式研究,北京旅遊教育出版社。
3.張廣瑞、魏小安、劉德謙(民94),2003~2005年中國旅遊發展分析與預測,社會科學文獻出版社。
4.Swarbrook, J & Homer, S著,俞慧君、張歐、漆小艷譯(民93)旅遊消費者行為學,北京電子工業出版社。
5.曹勝雄(民90),觀光行銷學,台北:揚智文化事業股份有限公司。
6.勞泰生(民88)銷費者行為學,台北:舞男圖書出版有限公司。
7.甘唐沖,“中國大陸加入WTO對旅遊業影響與因應策略分析,”旅遊管理研究,第2卷第2期,(民91):頁23-37。
8.吳武忠、范世平,中國大陸觀光旅遊總論。臺北:揚智文化,2004年。
9.高明瑞、洪振超、黃啟誠(民92),「生態旅遊行為模式研究」,戶外遊憩研究,第16卷,第2期,頁23-48。
10.鄭健雄、劉孟奇(2004),「臺灣本土化渡假生活型態量表之建構--以多樣本為基礎之信效度分析」,管理學報,第20卷,第6期,頁1221-1246。
11.SPSS 統計應用學習實務,(民95)吳明隆編著(知識出版社)。
12.類別分析的SPSS使用手冊,(民93)陳耀茂著(鼎茂出版)。
13.「利用SPSS的類別分析的步驟」石川貞夫著,東京圖書2001年。
14.聯合分析的SPSS實用手冊,鼎茂出版,真誠知己著95.11月出版。
15.IBM,MBA 與吃角子老虎(民96)許世軍著,早安財經文化。
16.譚家逾譯(民91)贏得顧客心。台北市:天下。
17.黃彥達議(民91)。顧客說了就算。台北市:藍魚京。
18.中國旅遊網 WWW.CNTA.GOV.CN
19.北京統計局。
20.旅遊調研2006年第10期﹝2006-12-25﹞。
21.台灣旅遊新聞報11月號刊文。
22.94年來台旅客消費及動向調查報告。(2005 Annual Survey Report on Visitors)
23.中國大陸觀光旅遊總論,吳武中著,揚智文化(民93)。
24.旅遊電子商務,顧景生著,華泰文化(民96)。
25.中國大陸消費行為調查2003年,台北世貿中心(股)公司。

二、英文部分
1.Arthur, M.,(1979) Travel Agency Selection Criteria Journal of Travel Research, Vol.28, No.1,pp.26-32.
2.Blackwell, D. R., Miniard, P. W. & Engel, J. F. (2001). Consumer Behavior, 9th ed., Harcourt. Jnc.
3.Barclay, D., & Smith, B. (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, 16(1), 3-21.
4.Bloemer, J., & Odekerken-Schroder, G. (2002). Store Satisfaction and Store Loyalty Explained by Customer-and Store-Related Factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15(1), 68-80.
5.Broderick, A. J. (1999). Role theory and the management of services encounters. The Service Industries Journal, 19(2), 117-131.
6.Cooper, C., & Gilbert, D. (1998). Consumer behavior and tourism demand. In : Cooper C., Fletcher, J., Wanhill, S., Gibert, D., & Rebecca, S. (1998). Tourism : Principles and Practice, 2th ed., New York : Addison Wesley Longman Publishing.
7.Cooper, C.P.et al.(1993) Tourism: Principles and Practice. Pitman, London.
8.Chiou, J. S., Droge, C., & Hanvanich, S., (2002). Does customer knowledge affect how loyalty is formed? Journal of Service Research, 5(2), 113-124.
9.Engel, J. F., Blackwell, R. O., & Miniard, P. w. (1995) Consumer Behavior, Hinsdle, IL : Dryden.
10.Getz, D. (1991), Festivals, Events, and Tourism.
11.Horner, S. and Swarbroke, J. (1996) Marketing Tourism, Hospitality, and Leisure in Europe. International Thomson Business Press, London.
12.Heung, V. C. S. & Chu, R. (2000). Important Factors Affecting Hong Kong Consumers’ Choice of a Travel Agincy for Allo-Inclusive. Package Tours, Journal of Travel Research, Vol. 39, PP. 52-59.
13.Keaveacy, S.M. (1995) Customer Switching Behavior in Services Industries: An Exploratory Study, Journal of Marketing. Vol. 59, 71-82.
14.Lo, A., & Lam, T. (2004). Long-haul and short-haul outbound all-inclusive package tours. Asia Pacific Journal of Tourism Research, 9(2), 161-176.
15.Middeton V.C.,(1996).Marketing Travel and Tourism,2th ed., Butter worth-Heinemann, London, pp.64-66.
16.MacKey, K. J., & Fesenmaier, D. R. (2000). An exploration of cross-cultural destination image assessment. Journal of Travel Research, 38(4), 417-423.
17.March, R. (2000). The Japanese travel life cycle. Journal of Travel and Tourism Marketing, 9(1/2), 185-200.
18.Reisinger, Y., & Turner, L. W. (2002). Cultural differences between Asian tourist markets and Australian hosts, Part 1. Journal of Travel Research, 40(3), 295-319.
19.Sheth, Mittal &Newman (1999) Customer Behaviour:uk.

20.Swarbrooke, J., & Horner, S. (1999). Consumer behavior in tourism. Boston, Massachusetts: Butterworth Heinemann.
21.Tsaur, S.-H., Chang, T.-Y., & Yen, C.-H. (2002). The evaluation of airline service quality by fuzzy MCDM. Tourism Management, 23(2), 107-115.
22.Wong, C. K. S. & Kwong, W. Y. Y. (2004). Outbound tourists’ Selection criteria for choosing all-inclusive package tours, Tourism Management 25 PP. 581-592.
23.Wang, K.-C., Chou, S.-H., & Lin, Y.-S. (2004). GPTCCC: An instrument for measuring GPT service quality. In T.-Q. Zou (Ed.), Proceeding of Third Asia Pacific Forum for Graduate Students Research in Tourism (pp. 2-18). Beijing, China: Beijing International Studies University.
24.Wong, C. K. S., & Kwong, W. Y. Y. (2004). Outbound tourists’ selection criteria for choosing all-inclusive package tours. Tourism Management, 25(5), 581-592.
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