臺灣觀光吸引力、旅客幸福感及重遊意願之關係研究—以韓國來臺自助旅客為例

Destination Attractiveness of Taiwan, Tourists’ Well-being and Revisiting Willingness: A Case Study of Korean Free Independent Tourists to Taiwan

黃雨晴(Huang Yu-Ching)

指導教授 ： 朱文增

國立臺灣師範大學/運動與休閒學院/運動休閒與餐旅管理研究所/碩士(2020年)

https://doi.org/10.6345/NTNU202001463

摘要

本研究旨在了解韓國來臺自助旅客概況，包含人口統計、旅遊特性、觀光吸引力、旅客幸福感及重遊意願等。並且進一步探究人口統計變項及旅遊特性對觀光吸引力之差異情形以及觀光吸引力、旅客幸福感及重遊意願之因果關係。本研究問卷發放分為紙本及網路問卷，紙本問卷於2019年12月16日至2019年12月25日發放，有效回收133份；網路問卷於2020年12月27日到2020年2月21日發放，有效回收256份，共計389份。研究結果，韓國來臺自助旅客女性多於男性、未婚多於已婚、職業以學生最多、年齡以29歲以下最多，教育程度以大學畢業最多、月收入以100萬韓幣以下最多。來臺停留天數多為4~5天，第一次來臺灣旅遊的人居多，旅遊人數以「2人」居多，同行者以「朋友」最多，資訊來源以「網際網路」最多。每人機票花費平均約為新臺幣7,300元，每人每晚住宿費平均約為2,200元，每人其他支出約為6,700元。來臺灣最想買的產品最多是牛軋餅、鳳梨酥、芒果凍，來臺灣最想吃的食物是小籠包、牛肉麵、火鍋，最多人在臺灣參加的活動有逛夜市、購物、放天燈等。來臺必去景點前三名是九份、臺北的各大夜市、臺北101；在臺訪問景點前三名是西門町、臺北的各大夜市、九份/金瓜石；最喜歡的景點前三名是九份、淡水、野柳；下次想去的景點前三名是高雄、花蓮、臺中。觀光吸引力構面以「友善環境」最高分，旅客幸福感以「我認為臺灣的觀光很棒」題項最高分、重遊意願以「我會向他人訴說臺灣的美好」題項最高分。結果顯示觀光吸引力對旅客幸福感、旅客幸福感對重遊意願、觀光吸引力對重遊意願，皆有顯著的正向影響。

關鍵字

韓國遊客 ； 目的地吸引力 ； 旅遊滿意度 ； 口碑 ； 推薦意願 ； 再訪意願

並列摘要

The purpose of this study is to understand the general situation of free independent tourists from Korea to Taiwan, such as demographics, tourism characteristics, destination attractiveness of Taiwan, tourists’ well-being, and revisiting willingness. Furthermore, this study explores the differences between demographic variables and tourist characteristics of destination attractiveness, and the causes and effects of destination attractiveness, tourists’ well-being, and revisiting willingness.
The survey was performed both offline and online. The offline questionnaires were distributed from December 16 2019 to December 25 2019, and 133 effective samples were collected within the period. The online survey took place from December 27 2019 to February 21 2020. 256 samples were effective, for a total of 389 samples. The demographics of this survey consisted more women than men, and more singles than married ones. Also, majority of the subjects’ professions were students, under 29 years old, university graduates, and their monthly salary was less than 1 million won. The number of days to stay in Taiwan was usually 4 to 5 days. Most of the subject visited Taiwan for the first time, by "2 people", with "friends", and most of the information sources of the subject were "internet". The average airfare per person was around NT$7,300, the average room rate per night was around NT$2,200, and other costs were around NT$6,700. The most desired products to buy in Taiwan were nougat crackers, pineapple cake, and mango jelly. Moreover, from the subjects’ perspective, Taiwan's most sought-after foods were xiaolongbao, beef noodles, and hot pots. The majorities of the subject participated activities were night market, shopping, flying the sky lanterns, and etc. The top 3 must-see spots in Taiwan were Jiufen, night market, and Taipei 101. The top 3 spots that the most Korean FIT visitors visited were Ximending, night market, and Jiufen, while the majority of Korean FIT visitors picked Jiufun, Tamsui, and Yeliu as their favorite spot; The top 3 places they are willing to visit were Kaohsiung, Hualien, and Taichung. Among the attributes of destination attractiveness, "friendly environment" got the highest score, while among the attributes of tourists’ well-being, "I think tourism in Taiwan is wonderful" got the highest score. And "I want to convey the beauty of Taiwan" got the highest score among the attributes of revisiting willingness. The results show that there is positive correlation between the destination attractiveness and the tourists’ well-being, as well as between the tourists’ well-being and revisiting willingness.

並列關鍵字

Korean tourists ； tourism attractiveness ； tourist satisfaction ； word-of-mouth ； recommending willingness ； revisit intention

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