隨著兩岸關係的改善,我國對大陸政策的開放,使得大陸觀光客擁入台灣觀光消費,大陸觀光客市場儼然成為我國主要客源國之一。本文以增加我國觀光收益為前提,提高大陸觀光客不斷來台觀光消費,本研究以文獻探討及量化研究,針對大陸來台觀光客社經背景、旅遊滿意度及重遊意願進行調查分析。研究地區為台灣各大熱門旅遊景點,研究對象為大陸來台觀光客。 根據研究目的歸納之三項結論:大陸觀光客社經背景不同,會造成對於旅遊滿意度認知的差異;大陸觀光客社經背景不同,會造成對於重遊意願認知的差異;大陸觀光客之旅遊滿意度與重遊意願有相關性的影響。 根據研究結果提出四項建議:(一)對政府相關單位建議:宣導觀光業者正確因應大陸觀光客之態度與永續經營之導;建議明訂觀光業者優惠措施及相關罰責;(二)對旅行業者建議:推出旅遊行程多重變化;在強烈競爭時,能維持服務品質。
Tourists from mainland China have been one of major source for tourism in Taiwan since the Cross-Straight Relation had gradually progressed in less hostility as well as the strategic openness towards mainland China. This paper mainly aims to increase the revenues for tourism in Taiwan, and to increase the consumption by the mainland China tourists; thus, literature review and quantitative research methods were used to investigate and to analyze the mainland China tourists’ socio-Demographics, travel satisfaction, and willingness Revisit. The demographics of research include all famous tour sites, and the researched targets are tourists to Taiwan from mainland China. According to the research results, there are four suggestions being proposed: (1) To governments and the administrative bureaus related: Announce and guide the tourism owners towards a positive attitudes and sustainable business; we suggest go through legislation on favored policies and relevant punishments; (2) To travel agents: promote flexible itinerary in travel schedule; it is critical to maintain a service quality while facing strong competition.