大陸觀光客社經背景與旅遊特性對旅遊滿意度影響之研究

The Study of Impact of Socio-Demographics and Travel Characteristics of Tourists from Mainland China on their Travel Satisfaction

楊玫蕙(Mei-Hui Yang)

指導教授 ： 李晶

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2007年)

摘要

2007年經由第三國前往臺灣觀光的大陸觀光客有78,805人。因此，本研究目的為了解大陸觀光客的社經背景、旅遊特性、旅遊滿意度；分析不同社經背景之大陸觀光客對旅遊滿意度影響；探討不同社經背景之大陸觀光客對旅遊特性之影響；與分析不同旅遊特性之大陸觀光客對旅遊滿意度之影響。本研究以入境日期為2007年5月5日至2007年6月5日的第二類開放對象大陸觀光客進行立意抽樣，發放團數總計94團，有效樣本數466份。所得資料經描述性統計、信度分析、集群分析、獨立樣本t檢定、單因子變異數分析、多元迴歸分析、卡方檢定後得知本研究結果為：一、來臺之大陸觀光客多屬於40~49歲的中壯年男性且為高社經地位之背景；社經背景分為三群為：已婚壯年本科男士群、已婚中年專科男士群、未婚青年本科小姐群。二、大陸觀光客多為第一次到臺且停留七天，以休憩渡假為主要目的，與同事一同出遊，而來臺消息管道由旅行社獲得，申請資格多用在職證明，經泰國中轉入臺，團員人數介於17~24人。三、大陸觀光客對分項滿意度以交通最高，娛樂是影響的關鍵但最低；總滿意度趨近於滿意。四、大陸觀光客之社經背景中之年齡、職業類別、個人平均月收入對部份的旅遊滿意度有顯著影響。五、已婚壯年本科男士群、已婚中年專科男士群、未婚青年本科小姐群這三群不同社經背景的大陸觀光客對來臺天數、同行對象、申請資格、團員人數等四項呈現有顯著差異，其中已婚壯年本科男士群之來臺天數明顯多為七天，同行對象明顯多為同事，申請資格明顯多為在職證明，團員人數明顯多為9~16人。六、大陸觀光客之旅遊特性中之來臺天數、申請資格、入臺前停留國家、團員人數對部份的旅遊滿意度有顯著影響。本研究結果將提供政府相關單位據以加強大陸觀光客來臺旅遊管理制度與配套措施以提升旅遊品質，為因應未來全面開放大陸人士來臺觀光預作準備；以及接待大陸觀光團旅行業者掌握大陸觀光客之個人社經背景與旅遊特性以量身定做大陸觀光客所喜愛的觀光行程；更提供後續研究者從事相同樣本的研究時的參考。

關鍵字

大陸觀光客 ； 社經背景 ； 旅遊特性 ； 旅遊滿意度

並列摘要

In 2007, there were 78,805 tourists from Mainland China via the third country visited Taiwan.The purpose of this study is to understand socio-demographics, travel characteristics and travel satisfaction of tourists from Mainland China, and analyse how different socio-demographics affect their travel satisfactions. This study also discussed how different socio-demographics affect their travel characteristics, as well as travel characteristics affect their travel satisfactions. The samples were collected by purposive sampling from 94 tour groups within May 5. 2007 to June 5. 2007. After applying descriptive statistical analysis, reliability analysis, cluster analysis, independent samples T-test, One-way of Analysis of Variance, multiple analysis, Chi-square test, the study concludes the followings: (1)The typical tourists were the middle-aged (40~49) male with a high socio-economic background; the samples of socio-demographics can be divided into three groups: married middle-aged(40~44) male with university degrees, married middle-aged(50~54) male with a degree of professional training, and single young females with university degrees. (2)Most tourists were visiting Taiwan for their first time and the average day of stay is 7 days. The purpose of visit was mainly for leisure; most of their traveling partners were co-workers; they received travel information from travel agencies. They often stayed overnight at Thailand before came to Taiwan; and the typical size of a tour group is around 17~24 peoples. (3)The highest satisfactions were the transportations, and the lowest is the entertainment, which happened to be a key factor that influences satisfactions. The overall degree of satisfaction is closed to satisfy. (4)Socio-demographics of tourists from Mainland China, such as age, occupation, and income had partial impacted on their degrees of satisfaction. (5)The three socio-demographics groups of tourists from Mainland China (married middle-aged(40~44) male with university degrees, married middle-aged(50~54) male with a degree of professional training, and single young females with university degrees) had significant differences on their length of stay, traveling partners, application qualifications, and the sizes of tour group; the group of married middle-aged(40~44) male with university degrees which typically length of stay was 7 days, accompanied by co-workers, used proof-of-employment as their application qualification, and the size of tour group between 9 to 16 people. (6) Among the travel characteristics of tourists from Mainland China, length of stay in Taiwan, application qualification, the country which they stayed before entering Taiwan and the size of tour group had significant differences on travel satisfactions. The conclusions of this study hopefully would help government to improve oversights of management and measurement in order to prepare for a wide welcome of tourists from Mainland China in the future. The study would help the travel agencies to customize their travel products to serve tourists from mainland China based on the tourists’ socio-demographics and travel characteristics. Finally, the study would provide scholars with further researches.

並列關鍵字

tourists of Mainland China ； socio-demographics ； travel characteristics ； travel satisfaction

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