本研究旨在以消費者行為理論為基礎所發展出的遊客旅遊行為作為架構來探討外國遊客在越南的旅遊行為.研究的焦點是探討外國遊客屬性之性別.年齡,教育程度,婚姻及居住地對旅遊行為之旅遊動機旅遊目的地選擇旅遊滿意度與旅遊後行為意圖‘等構面是否具有顯著性差異及探討外國遊客旅遊行為構面相互之間是否具有顯著性關係研究方法使用量化研究設計分析工具運用統計軟體進行信度分析描述性統計分析因素分析獨立樣本t檢定變異數分析與迴歸分析等方法進行資料分析並驗證研究假設是否成立結果顯示(一) 外國遊客屬性對旅遊行為之旅遊動機旅遊目的地選擇旅遊滿意度與旅遊後行為意圖具有部份顯著性差異(二) 外國遊客旅遊行為構面相互之間具有正向顯著性關係.最後研究結果歸納出外國遊客在越南旅遊行為的特性與差異,以供越南旅遊業作為日後經營之參考並對後續研究提出建議.
The objective of this study was to apply the theory of travel behavior developed from the consumer behavior to explore the foreign travelers travel behavior in Vietnam. This study emphasized on the impact of the foreign travelers attributes of gender, age, education, marital and residential on the travel behavior of “travel motivation”, “travel destination choice”, “travel satisfaction” and “after travel behavior intention”, and the correlation among the aspects of travel behavior. The research methods applied quantitative research design, analysis tools using statistical software SPSS 17.0 for Windows for reliability and validity analysis, descriptive statistical analysis, factor analysis, t-test analysis, variance analysis and regression analysis to explore the foreign travelers travel behavior in Vietnam. The results showed that: (a) the foreign travelers attributes has partially positive impact on “travel destination choice”, “travel satisfaction” and “after travel behavior intention”; and (b) the correlation among the aspects of travel behavior has direct positive effect on each other. The results of this study provide the Vietnamese travel and tourism industry as a reference for future operations, and recommendations for future research.