日韓旅客來臺旅遊動機及重遊意願之探討

觀光產業一直是臺灣主力產業之一，而過去來臺旅遊的人數也每年穩定成長，但近年中國旅客大量減少，所以日韓旅客就成為臺灣的主要鞏固的目標；107年觀光外匯總收入為137億500萬美元，較上年增加11.29%；若按新臺幣計算約佔全台GDP約2.2%，雖佔的比重不大，但全球觀光產業成長趨勢日漸茁壯，相信數值會逐漸增加。本研究以線上問卷方式發放，針對來臺的日韓旅客進行旅遊動機問卷調查，共有148份問卷，問卷顯示填答之日韓旅客皆有來過臺灣；且填寫問卷旅客中國籍以韓國佔的居多。由研究結果可以得知，日韓旅客來臺的旅遊動機選項中，「享受多樣化的食物」、「優質的住宿設備與環境」與「相較其他國家距離相近」，這三項平均分數為最高；再對於日韓旅客來臺的旅遊動機選項中參與特別的節慶活動的平均數相對最低。旅遊動機過去研究中劉慶河（2016）提出旅遊服務品質的口碑是觀光客或遊憩者前往觀光景點的基本動機，所以當旅遊動機愈高則滿意度就愈高，因此旅遊動機會正向顯著影響滿意度。綜合而言，來臺吃美食、優質的住宿環境以及距離近優勢，可以說是臺灣在國際觀光的重要特色，未來在進行觀光宣傳相關活動時，可以多宣傳強化國外旅客對臺灣這方面的印象及想法，以提升遊客來臺旅遊動機。

關鍵字

日本；韓國；旅遊動機；重遊意願

並列摘要

The tourism industry has always been one of Taiwan's main industries, and the number of tourists visiting Taiwan has grown steadily every year in the past. However, in recent years, Chinese tourists have decreased significantly, so tourists from Japan and South Korea have become Taiwan's main target for consolidation; in 2017, the total tourism foreign exchange revenue was 137 5 million US dollars, an increase of 11.29% over the previous year; if calculated in New Taiwan dollars, it accounts for about 2.2% of Taiwan's GDP. Although it is a small proportion, the global tourism industry is growing stronger and stronger, and it is believed that the value will gradually increase. This study distributed online questionnaires and conducted a travel motivation questionnaire for Japanese and Korean tourists who came to Taiwan. There were 148 questionnaires in total. The questionnaire showed that all the Japanese and Korean tourists who answered the questionnaire had been to Taiwan; and the Chinese nationality of the tourists who filled out the questionnaire was Korean. Most of them. It can be seen from the research results that among the travel motivation options of Japanese and Korean tourists coming to Taiwan, "enjoying a variety of food", "high-quality accommodation facilities and environment" and "compared to other countries, the distance is similar", the average scores of these three items are The highest; among the travel motivation options for Japanese and Korean tourists coming to Taiwan, the average number of participating in special festivals is relatively the lowest. In past research on tourism motivation, Liu Qinghe (2016) proposed that reputation of tourism service quality is the basic motivation for tourists or recreationists to visit tourist attractions. Therefore, the higher the tourism motivation, the higher the satisfaction. Therefore, tourism motivation will have a positive and significant impact on satisfaction. Spend. In summary, the advantages of coming to Taiwan to eat delicious food, high-quality accommodation, and being close to each other can be said to be important features of Taiwan in international tourism. In the future, when conducting tourism promotion-related activities, we can promote more to strengthen foreign tourists' impression of Taiwan in this regard. and ideas to enhance tourists' motivation to travel to Taiwan.