Mainland Chinese Tourists' Behavior Model for Visiting Penghu Islands

澎湖大陸觀光客旅遊行為模式之研究

梁家祜(Joy Chia-Huh Liang)

《休閒事業研究》 7卷2期 (2009/06) Pp. 1-20

https://doi.org/10.6746/LIR.200906_7(2).0001

摘要

自1949年以來，台灣與大陸曾處於對立狀態。政府為促進離島地區的經濟繁榮發展，積極的推動兩岸小三通方案，於2007年3月31日起開放澎湖小三通，大陸遊客可經由金門或馬祖以包機或包船的方式赴澎湖觀光旅遊，為澎湖觀光產業的發展開創了新的契機。澎湖豐富的自然生態、古蹟文物、地質景觀、人文歷史與純樸的風土民情均具有發展觀光的潛力。在開放大陸觀光客赴澎湖旅遊之時，如何推廣澎湖的觀光資源，迎接大陸旅客的到訪，以促進澎湖的觀光發展，值得政府與民間用心探討。本研究為首次以到訪澎湖的大陸遊客為調查對象的學術研究，主旨為探討大陸赴澎湖觀光客的旅遊行為模式、旅遊動機、滿意度與忠誠度，並對澎湖觀光產業與政府主管機關提出管理實務參考建議。

關鍵字

大陸觀光客 ； 澎湖小三通 ； 旅遊行為模式

並列摘要

The direct communications between Taiwan and Mainland China have been terminated since 1949. The main purpose of the Mini Three Links policy is to promote positive interaction across the two-straits. On March 31, 2007, Penghu islands were added to the Mini Three Links. Tourists from Mainland China could visit Penghu through Kinmen or Matsu by chartered flights or boats. This has created a new opportunity for Penghu Tourism development. This study is the first academic research on Chinese tourists’ visits to Penghu. The purpose of this study is to investigate Mainland Chinese tourists’ behavior, motivation, attribute satisfaction and destination loyalty by distributing questionnaires, with the hope to provide valuable reference to the Penghu tourism industry and relevant government organizations. Suggestions are provided for the Penghu tourism authority and tourism industry to target efficiently its tourism markets and improve tourism services in Penghu islands.

並列關鍵字

Mainland Chinese tourists ； Penghu Mini Three Links ； Tourists' behavior