陸客團費價格認知對來台旅遊滿意度與重遊意願之研究

2008年隨著兩岸旅遊開放後，大陸人士來台旅遊逐漸成為台灣最蓬勃發展之產業，進而發展出與陸客來台旅遊相關一連串觀光產業鏈，而資本自由市場的競爭，大陸旅遊市場的特有社會主義市場性的壟斷，赴台旅遊之大陸人民所支付之旅遊費用也逐年遞減，進而使的台灣旅遊品質跟著邊際向下遞減，而在旅遊過程中因團費高低認知的不同，每位旅客在旅遊過程中所體驗的價值及旅遊滿意程度皆不同，直接或間接影響旅客對旅遊本身的定義以及所獲得的感官享受皆有重大影響。本研究將從遊客的角度來探討團費合理與否的認知以及對旅遊所產生之喜好變化，進而研究出所謂團費合理性與旅遊認知價值之間的關係；認知價格與認知價值如何影響滿意度；以及認知價格、認知價值、滿意度會怎麼影響遊客的重遊意願。本研究對象為來台旅遊的陸客，採用問卷調查法進行，共得到329份有效問卷。其研究結果為：一、遊客的認知價格會正向影響認知價值。當遊客團費價格越合理，遊客對旅遊的認知價值會越高。二、遊客的認知價格會正向影響旅遊滿意度。當遊客團費價格越合理時，他們對旅遊的滿意度會增加。三、遊客的認知價值會正向影響旅遊滿意度。當遊客的旅遊認知價值越高，他們的旅遊滿意度會越高。四、遊客的認知價格會正向影響重遊意願。當遊客團費價格越合理時，他們未來的重遊意願會提高。五、遊客的認知價值會正向影響重遊意願。當遊客獲得旅遊有益的價值時，他們未來的重遊意願就會增加。六、遊客滿意度會正向影響重遊意願。當遊客若對旅遊感到滿意時，他們未來重遊的意願就會增加。

關鍵字

認知價格；認知價值；旅遊滿意度；重遊意願；陸客團體旅遊

並列摘要

In 2008，Taiwan government opens the door to welcome Mainland Chinese tourists to Taiwan. The travel industry market is blooming and Taiwan becomes one of the popular destinations for Mainland Chinese to visit. However, due to strong competitions, the tour fares of Taiwan tours are decreasing year by year. This situation also affects the tour quality so that the tourist’s perceptions of travel value and satisfaction are also changing. Based on these reasons, this study aims to understand the price perceptions of these Mainland Chinese, their perceived value, travel satisfaction and travel intention. A total of 329 respondents of this study are all Mainland Chinese tourists who visited Taiwan this summer. The questionnaire survey was carried out before they finished their tours. The results are as follows: 1. Perceived price can affect positively on Mainland Chinese’s perceived value; 2. Perceived price can affect positively on travel satisfaction; 3. Perceived value can affect positively on travel satisfaction; 4. Perceived price can affect positively on revisit intention; 5. Perceived value can affect positively on revisit intention; and 6. Travel satisfaction can affect positively on revisit intention.