廈門居民對金門資源熟悉度及其對於旅遊意願之影響

Xiamen Residents' Familiarity with Kinmen and Its Effects on Travel Intention

林晏州(Yann-Jou Lin) ； 蘇愛媜(Ai-Tsen Su) ； 曾偉宏(Wei-Hung Tzeng)

《島嶼觀光研究》 6卷2期 (2013/06) Pp. 1-19

摘要

金門因位處閩南沿海邊緣，為與大陸小三通聯繫之平台，目前已為兩岸交流往來之重要門戶，且歷年到訪金門之陸客數逐年增加，加上行政院於2011年開放陸客個人行旅遊，可以預期未來到訪金門旅遊之陸客數將持續增加。因此，瞭解未來市場之潛力與需求是相當重要之課題。本研究主要目的為探討陸客對金門資源之瞭解程度及過去到訪經驗對於未來到訪金門之旅遊意願、旅遊日數與願付費用之影響。問卷調查對象為廈門地區各行政區居民，共獲得642份有效問卷。研究結果顯示，廈門地區居民知道金門之比例為96.1%，僅9.68%之受訪者曾經造訪過金門，而受訪者對於金門之自然資源較感興趣，造訪金門之旅遊意願以1分（非常不滿意）至10分（非常滿意）評量，平均旅遊意願為8.34分，平均願意旅遊日數為4.16日，平均願付費用為人民幣2,512.35元；受訪者知道金門、水獺、鱟、傳統古厝民宿之受訪者，其對於金門旅遊之參加意願顯著較高；知道鳥類資源或水獺之受訪者，其願意參加金門旅遊行程之日數顯著較長；而知道金門、鳥類資源、鱟、傳統古厝民宿之受訪者，其對於金門旅遊之願付費用顯著較高。

關鍵字

廈門居民 ； 願付費用 ； 資源瞭解程度 ； 鳥類 ； 水獺 ； 鱟 ； 傳統古厝民宿

並列摘要

Kinmen is the channel between Taiwan and China because of located along the coastal area of Southern Fujian. Kinmen has become an important gateway to connect China presently. China visitors to Kinmen were increasing over the years. Besides, the free and independent travels for China visitors are permitted by Executive Yuan. China visitors to Kinmen could be expected to keep increasing. Therefore, to understand the potential and demands of future market is a very important issue. The aims of this study was to discuss the effects of China visitors' resource information and travel experience of Kinmen on their travel intentions, days and willingness to pay for the tours in Kinmen. The residents in Xiamen were taken as the respondents of questionnaire survey. A total of 642 valid questionnaires were received. Results suggested that 96.1% of respondents knew Kinmen, but only 9.68% of respondents had visited Kinmen. The respondents showed more interests in the nature resources in Kinmen. Travel intention was measured on a scale of 1 to 10, where 10 was the maximum level of interest in traveling in Kinmen. The average of travel intention was 8.34. The average days of willingness to stay in Kinmen were 4.16 days. The average of willingness to pay for the trips was 2,512.35 RMB. Respondents' familiarity with different resources influenced their travel intention, days of willingness to stay and willingness to pay for the trips to Kinmen. Respondents who knew Kimen or who knew that there were otters, horseshoe crabs and traditional houses in Kinmen had significantly higher travel intention. Respondents who knew that there were various kinds of birds and otters in Kinmen would like to stay more days in kinmen significantly. Respondents who knew Kinmen or who knew that there were various kinds of birds, horseshoe crabs and traditional houses in Kinmen had significantly higher willingness to pay for the trips to Kinmen.

並列關鍵字

Xiamen resident ； Willingness to pay ； Awareness of resource ； Bird ； Otter ； Horseshoe crab ； Traditional guesthouse

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