2008年7月正式開放陸客團入台觀光,兩岸在各方面的交流愈來愈頻繁熱絡,兩岸關係的轉變將為觀光相關產業帶來更多發展機會。陸客團穩定成長,成為台灣最大觀光客來源。有鑑於觀光產業及政策日漸成熟,政府於2011年6月正式開放陸客自由行觀光。本研究以來台自由行陸客進行實證研究,探討高雄地區整體旅遊環境的吸引力與旅遊滿意度,以供業者未來開發高雄旅遊市場行銷策略之參考。研究發現:(一)影響高雄地區自由行陸客旅遊滿意度的主要因素,可以歸納為「價格」、「人文」與「旅遊資訊」、「交通」、「餐飲」「住宿」六大因素均有顯著影響效果,其中以「價格」的影響效果最大,、「人文」次之,「旅遊資訊」居第三位,而「住宿」的影響效果較小。(二)高雄自由行陸客不同的旅遊動機分析。(三)不同「個人背景」中「年齡」、「婚姻狀況」、「職業」、「月收入」、「同行對象」的自由行陸客,在旅遊滿意度上有顯著差異。
In July 2008 Mainland tourist groups were officially granted permission to travel in Taiwan. The increasingly frequent cross-strait exchanges and transformation in cross-strait relations have brought more tourism-related industry development opportunities. Mainland tourist groups have steadily grown to become Taiwan’s largest source of tourists. In June 2011 the government officially opened up individual visits to Mainland tourists. An empirical study on Mainland tourists as individual visitors in Taiwan was conducted to explore the attractiveness of Kaohsiung’s overall travel environment and tourists’ travel satisfaction, which shall serve as a reference for operators in the future development of Kaohsiung tourism marketing strategies. Findings show that: (1) The main factors contributing to Mainland tourists’ satisfaction while on individual visits in Kaohsiung are summarized into six factors: “price”, “humanities and culture”, “travel information”, “transportation”, “food”, and “accommodation”, all of which produced a significant impact. Ranked in order, they are: “price”, followed by “humanities and culture”, “travel information”, and “accommodation” which had the least impact; (2) The analysis of Mainland tourists’ different travel motives as individual visitors in Kaohsiung; (3) As for Mainland tourists on individual visits who background”, “age”, “marital status”, “occupation”, “monthly income”, and “travel companion” showed significant differences in terms of travel satisfaction.