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研究生:黃琦雯
研究生(外文):Huang,Ci-Wun
論文名稱:大陸觀光客來臺旅遊動機、滿意度與旅遊支出之研究
論文名稱(外文):A Study on the Relationship among Motivation Satisfaction and expenses of Tourists from China to Taiwan
指導教授:林銘昌林銘昌引用關係
指導教授(外文):LIN, Ming-Chang
口試委員:林宜欣曾喜鵬
口試委員(外文):LIN, Yi-SinZENG, Si-Peng
口試日期:2012-07-06
學位類別:碩士
校院名稱:亞洲大學
系所名稱:休閒與遊憩管理學系碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:94
中文關鍵詞:旅遊動機滿意度旅遊支出
外文關鍵詞:travel motivationssatisfactiontravel expenses
相關次數:
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大陸觀光客近幾年來,成為在臺灣相當受歡迎的旅客,主要原因就是其驚人的消費實力,而且來臺人數每年大增,所以如何做大陸觀光客的生意,已經成為最具有吸引力的新商機,大陸觀光客在臺消費可分二大部分,一是在臺灣時,多刺激他們的消費;二是指他們回去之後,還會想要到臺灣玩。
本研究針對來臺旅遊的大陸觀光客進行問卷調查,藉以了解來臺的大陸人士對臺灣之旅遊動機、滿意度及旅遊支出之關係,並探討不同屬性之大陸觀光客,來臺旅遊動機及來臺旅遊滿意度之差異。本研究採問卷調查的方式,於2012年3月1日~31日間,於桃園中正場及日月潭進行調查。總計發放520份問卷,回收之有效問卷總計476份,有效回收率為91.53%。研究結果顯示:
一、旅遊動機之平均數分析中,較高的前三項依序為:1.品嚐當地美食佳餚2.從未去過的好奇心3.參訪具有文化與歷史的景點;較低的後三項為1.因為親朋好友推薦2.是因為臨時起意3.是為了暫時遠離目前的生活狀況。
二、旅遊滿意度之平均數分析中較高的前三則依序為:1.當地導遊服務態度感到滿意2.當地導遊整體評價感到滿意3.餐飲份量感到滿意;較低的後三項為1.領隊服務熱忱感到滿意2.旅館整體評價感到滿意3.領隊服務態度感到滿意。
三、相關分析的結果顯示,對臺灣之旅遊動機與旅遊滿意度有顯著相關。認為來臺動機滿足好奇心、身心放鬆、觀光旅遊、社交活動及親子活動度高的觀光客,在行程規劃、住宿規劃、餐飲規劃、領隊服務、導遊服務及購物環境滿意度越高。

Abstract
In recent years, mainland Chinese tourists have become popular in Taiwan. A major reason behind this phenomenon is their great purchasing power. As the number of mainland Chinese tourists visiting Taiwan increases every year, selling to the Chinese tourists has become the most attractive business opportunity. The consumption of mainland Chinese tourists in Taiwan comprises two major parts: on the one hand, stimulating their spending while they stay in Taiwan; on the other, strengthening their desire to visit Taiwan again after they return to mainland China.
In this study, a questionnaire survey was conducted on mainland Chinese tourists who traveled to Taiwan in to understand the relationship between the travel motivations and satisfaction of Chinese tourists who travel to Taiwan and their travel expenses. Furthermore, this study also investigated the differences in travel motivations and satisfaction of Chinese tourists with different characteristics. By adopting a questionnaire survey approach, this research was conducted in Taoyuan International Airport and Sun Moon Lake between March 1st and 31st in 2012. While 520 questionnaires were sent out, 476 valid questionnaires were returned. The questionnaire response rate was 91.53%. Research results showed:
1. In the analysis of the means of travel motivations, the three items of the highest mean scores were: i. tasting local cuisines; ii. feeling curious about an unexplored place; iii. yearning to visit some cultural and historical scenic spots; the three items of the lowest mean scores were: i. hearing recommendations from family and friends; ii. being motivated by some sudden thoughts; iii. wanting to escape from current life for a while.
2. Regarding the analysis of the means of travel satisfactions, the three items of the highest mean scores were: i. feeling satisfied with the attitude of local tour guides; ii. feeling satisfied with the overall service of local tour guides; iii. feeling satisfied with the quantity of food; the three items of the lowest mean scores were: i. feeling satisfied with the service enthusiasm of the tour leader; ii. feeling satisfied with the overall quality of the hotel; iii. feeling satisfied with the attitude of the tour leader.
3. Results of the correlation analysis showed that there was a signification association between the travel motivation of visiting Taiwan and the travel satisfaction. Tourists with high motivations of satisfying curiosity, relaxing the body and mind, touring and sightseeing, socializing, and having family outings were more likely to have high satisfaction with the traveling plan, accommodations, food, the service of the tour leader, the service of tour guides, and the shopping environment.


Keyword: travel motivations, satisfaction, travel expenses

目 錄
頁次

中文摘要....................................................................................................................... i
英文摘要...................................................................................................................... ii
目 錄............................................................................................................................iii
表目錄...........................................................................................................................v
圖目錄.........................................................................................................................iii
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.............................................................................................4
第四節 研究限制……….............................................................................................5
第五節 研究內容與流程.............................................................................................5
第二章 文獻探討.........................................................................................................7
第一節 臺灣開放大陸人士來臺觀光現況.................................................................7
第二節 觀光客旅遊動機...........................................................................................10
第三節 旅遊滿意度...................................................................................................14
第四節 旅遊支出.......................................................................................................17
第三章 研究設計.......................................................................................................20
第一節 研究架構.......................................................................................................20
第二節 研究問項操作性定義...................................................................................20
第三節 研究假設.......................................................................................................25
第四節 問卷設計.......................................................................................................26
第五節 抽樣設計與問卷發放對象...........................................................................27
第六節 資料分析方法...............................................................................................28
第四章 實證結果與假設驗證...................................................................................31
第一節 遊客特性的敘述性統計分析.......................................................................31
第二節 旅遊動機分析...............................................................................................36
第三節 旅遊滿意度分析...........................................................................................41
第四節 各構面之相關性與差異性分析...................................................................48
第五章 結論與建議...................................................................................................70
第一節 研究結論.......................................................................................................70
第二節 研究建議.......................................................................................................72
參考文獻....................................................................................................................73
附錄一 簡體問卷.......................................................................................................79

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