台灣旅客選擇在國內或國外旅遊原因分析

Analyzing the Reasons Why Taiwanese Travelers Choose the Domestic or Foreign Tourism

蕭佩怡(Pei-Yi Hsiao)

指導教授 ： 唐麗英 ； 王志軒

國立交通大學/管理學院/管理學院工業工程與管理學程/碩士(2019年)

摘要

觀光產業是世界上最大規模經濟行業之一，貢獻世界生產總值逐年增加。台灣旅客有五成以上會利用週末假期從事國內旅遊；然而，2017年台灣旅客選擇國內旅遊的成長率低於國外旅遊的成長率並且呈現負成長，部分原因為台灣旅客會因出國旅遊而選擇減少國內旅遊。本研究旨在探討台灣旅客旅遊動機、阻礙和滿意度，並且如何影響台灣旅客選擇在國內或國外旅遊，以提供臺灣觀光相關產業參考。針對台灣旅客進行問卷調查，研究的焦點在台灣旅客之個人背景變項與旅遊特性對「旅遊動機」、「旅遊阻礙」與「旅遊滿意度」之各構面是否具有顯著差異並且分析各構面之間是否具有相關性，進行信效度分析、敘述性統計分析、獨立樣本t檢定、單因子變異數分析、皮爾森相關性分析。研究結果顯示，台灣旅客對國內旅遊滿意度普遍低於國外旅遊，原因為台灣旅遊景點吸引不了喜歡人文旅遊的台灣旅客，且台灣的觀光運輸不夠普遍，住宿和交通費用太高，因而更偏向選擇國外旅遊。

關鍵字

台灣旅客 ； 旅遊動機 ； 旅遊阻礙 ； 旅遊滿意度

並列摘要

The tourism industry is one of the largest economies in the world, and the total contribution of it to GDP is increasing every year. More than 50% of Taiwanese tourists plan domestic tourism during weekend. However, in 2017, the growth rate of domestic tourism is lower than foreign tourism, and it shows negative growth. One reason is that Taiwanese tourists will choose to reduce domestic tourism because of planning foreign tourism. The purpose of this study is to explore the motivations, constraints, and tourist satisfaction of Taiwanese tourists and how to influence Taiwanese travelers choose to travel in the domestic or foreign, to provide a reference for tourism-related industries. A questionnaire survey subject was Taiwanese tourists, and the main focus of the study was whether personal background variables and travel characteristics of Taiwanese tourists are significantly different from the various aspects of tourist motivation, travel constraints, and tourist satisfaction, and analyze the various facets whether there is correlation. The results provide reliability and validity analysis, statistical analysis, independent t test, ANOVA, Pearson correlation analysis. The results of this study show that Taiwan tourists' satisfaction of domestic tourism is generally lower than that of foreign tourism. The reason is that Taiwan's attractions can't attract Taiwanese tourists who like humanities; moreover, Taiwan's sightseeing transportation is not universal enough, the costs of accommodation and transportation are too expensive, so Taiwanese travelers prefer to travel in the foreign rather than domestic.

並列關鍵字

Taiwanese Tourists ； Tourist Motivation ； Travel Constraints ； Tourist Satisfaction

參考文獻

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