透過您的圖書館登入
IP:44.222.90.25
  • 學位論文

大陸觀光客台灣觀光意象與來台自由行行為意圖之研究

Study on the Relationship between Tourism Image and Behavioral Intentions of Free Independent Tourist from China to Taiwan

指導教授 : 林銘昌
若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


目前大陸觀光客來台旅遊方式,仍以採取團進團出為主,且每日進入人數受管制,在這種旅遊模式之下,所有的行程幾乎都為旅行社提供之套裝產品。兩岸協商決議自2011年下半年起推動大陸觀光客來台自由行,本研究針對首批開放自由行的試點城市上海及北京進行 問卷調查,藉以了解曾出國旅遊(含來台)的大陸人士,對台灣之觀光意象,以及來台自由行行為意圖之關係,並探討不同屬性之大陸觀光客,來台自由行之意願及來台自由行旅遊行為意圖之差異。 本研究採問卷調查的方式,於2011年4月12日~25日間,於上海浦東機場及北京首都機場,出境通關候機室進行調查。總計發放502份問卷,經回收剔除填答不全,以及反向題填答不一致之問卷,回收之有效問卷總計450份,有效回收率為89.64%。研究結果顯示: 1.大陸觀光客對台灣前三之觀光意象依序為:美食佳餚、自然美景及富文化氣息;來台自由行之行為意圖前三則為:參觀名勝、參觀故宮及夜市觀光。 2.北京及上海兩地觀光客,對台灣之觀光意象具顯著差異,其中對台灣之生活水準及人文環境之意象,上海觀光客皆低於北京,兩地居民對台灣之觀光意象有顯著之差異。曾訪台的遊客則顯著認同台灣的人文環境及旅遊的完整度。 3.開放自由行之後,有意願來台進行「娛樂與美容」構面自由行的觀光客,在年齡、所得及教育程度上皆有顯著差異。 4.相關分析的結果顯示,對台灣之觀光意象與自由行行為意圖有顯著相關。認為台灣旅遊資源豐富及旅遊完整度高的觀光客,願意來台深度旅遊及參與生態旅遊。

關鍵字

觀光意象 行為意圖 自由行

並列摘要


So far, tourists from mainland China still come to Taiwan as groups, and their numbers are restricted. Under this kind of travel pattern, almost all itineraries are set by travel agencies. Since the second half of the year 2011, cross-strait negotiation has decided to allow independent mainland tourists to Taiwan. This study issued questionnaires to the first batch of individual mainland tourists from Beijing and Shanghai, hoping to understand the tourism image of Taiwan from the mainlanders’ who have been out of the country (including Taiwan), as well as the reasons they took solo trips to Taiwan. We will discuss different categories of Chinese tourists, their willingness of individual trips to Taiwan, and the different behavioral intents. This study issued questionnaires during April 12 to 25, 2011, at the departure lounges of Pudong Airport, Shanghai and Beijing Capital International Airport. A total of 502 questionnaires were issued, and 450 valid questionnaires returned, with a return rate of 89.64%. We eliminated those that didn’t complete all questions, and those with inconsistent answers in opposite questions. The research results show: 1. The top three tourism images of Taiwan for Chinese tourists are: delicacies, natural landscapes, and rich cultural atmosphere. The top three behavioral intents are: sightseeing at famous attractions, visit National Palace Museum, and visit night markets. 2. There is a significant difference between the tourists from Beijing and Shanghai in their tourism images towards Taiwan. Shanghai tourists all show lower expectations than Beijing tourists towards Taiwan’s living standards and cultural environment. Those that have visited Taiwan significantly agree with Taiwan’s cultural environment and the integrity of travel. 3. After lifting the ban, there is a significant difference in the age, income, and education for those who are willing to come to Taiwan for the “entertainment and cosmetic” experience. 4. Correlation analysis has shown that there is significant correlation between the tourism images of Taiwan and the behavioral intents of taking individual trips. For those who think Taiwan has a rich travel resources and high travel integrity, they are willing to take in-depth trips and eco-tours in Taiwan.

參考文獻


5. 中華人民共和國國務院臺灣辦公室,(2009),兩岸交流與往來。
14. 吳慶桓、張玉明、林怡秀、謝孟蓉,(2008),大陸旅客來臺觀光重遊意願分析-從權益保障認知觀點,嘉南學報,34,857-871。
39. 許銘珊,(2008),遊客旅遊滿意度之研究-以中國大陸遊客為例。國立彰化師範大學商業教育學系博士生。
16. 李志恭,(2007),遊客前往情人碼頭旅遊活動之行前期望與實際體驗滿意度分析,佳大體育健康休閒期刊,6(1),148-161。
36. 陳弘尉(2005),旅遊意象對滿意度與重遊意願之影響研究-以2006臺灣燈會為例,碩士論文,臺南:南臺科技大學休閒事業管理所。

被引用紀錄


陳佩珍(2014)。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〔碩士論文,國立高雄餐旅大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0018-2807201412494800

延伸閱讀