陸客來臺自由行旅遊動機、旅遊阻礙、目的地意象與行為意圖之研究

The Study on Travel Motivation, Travel Constraints, Destination Image and Behavior Intention of Backpacking Mainland Chinese Tourists in Taiwan

陳佩珍(Pei-Chen Chen)

指導教授 ： 楊政樺

國立高雄餐旅大學/觀光學院/運輸與休閒服務規劃碩士學位學程/碩士(2014年)

摘要

2008年7月18日，臺灣開放大陸觀光客來臺旅遊之後，至2011年6月28日，再依《大陸地區人民來臺從事觀光活動許可辦法》，開放大陸旅客來臺個人旅遊。根據內政部入出國及移民署（2014）統計資料顯示，大陸自由行旅客在四年內已突破100萬人次，其中，2013年自由行陸客已超過52萬人，較去年同期成長2倍以上，顯見自由行模式蔚然成風。加強兩岸合作引入大陸客源，對於提振臺灣經濟，咸信應有助於刺激內需市場。然而，現階段兩岸交流仍有諸多問題尚待克服。
　　本文旨在探討大陸地區人民來臺自由行旅遊動機、旅遊阻礙與行為意圖之研究，運用Dann（1977）推拉理論推衍其旅遊動機，Crawford（1991）休閒阻礙分析其旅遊阻礙因素，並同時探討陸客對臺目的地意象以及來臺遊後行為的行為意圖。本研究問卷共發放400份，實得有效樣本為352份，有效問卷率為88%。以結構方程模式進行分析，研究結果發現：（1）陸客來臺自由行旅遊動機會顯著正向影響目的地意象。（2）陸客來臺自由行旅遊阻礙會顯著負向影響目的地意象。（3）陸客來臺目的地意象會顯著正向影響行為意圖。根據SEM分析結果，本研究不僅提供相關部門建立技術性及規範性的配套措施，亦對後續研究者提供未來研究方向。

關鍵字

陸客自由行 ； 旅遊動機 ； 旅遊阻礙 ； 目的地意象 ； 行為意圖

並列摘要

Allowing Mainland Chinese tourists to visit Taiwan in 28th July 2008. The Ministry of Interior has revised the policy on “Regulations Governing the Permission for Mainland Personal to Come to Taiwan for Tourism Ac-tivities,” which permit Mainland Chinese tourists to visit Taiwan as indi-viduals in 28th June 2011 . According to the National Immigration Agency statistics shows Mainland Chinese tourists travel to Taiwan more than1,000,000 people in these for four years. In 2013, backpacking Main-land Chinese tourists were 522,443 people in Taiwan. In other words, free and independent traveler (FIT) for Mainland Chinese tourist in Taiwan has become popular. As more and more Mainland Chinese backpackers to Taiwan. Not only strengthen cross-strait cooperation, for the boost Taiwan's economy, but also advantageous to stimulate Taiwan's domestic market. However, both Mainland China and Taiwan at this stage are still many problems to be surmounted.
　　This paper focuses on the impact of travel motivation, travel constraints, destination image, and behavior intention of free and independent traveler (FIT) from Mainland Chinese tourists in Taiwan. In the light of Dann (1977) theory of inferring its tourism push-pull motive, Crawford (1991) analysis of the tourism leisure constraints hindering factors, as well as Mainland Chinese tourists to Taiwan behavioral intentions. In total, 400 questionnaires were handed out, and 352 valid questionnaires were col-lected, meaning the response rate was 88%.The research model investigates the relevant relationships among the constructs by using a structural equation modeling approach. Through structural equation modeling study surveyed groups related factors affecting to travel behavior. The results showed that: (1) Mainland Chinese tourists to Taiwan travel motivation has a positive effect on destination image. (2) Mainland Chinese tourists to Taiwan has a negative effect on destination image. (3) Mainland Chinese tourists to Taiwan destinations images also has a positive effect on beha-vioral intentions. Based on the research findings, the paper presents sug-gestions to facilitate the government of formulating more competitive policies for the independent tourists from Mainland China, provides ref-erences that fit for tourists' expectations and demands for people engaging in tourism industry when planning and designing, and proposes new re-search directions for future researchers.

並列關鍵字

Backpacking Mainland Chinese Tourists ； Travel Motivation ； Travel Constraints ； Destination Image ； Behavior Intention

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