免簽證對台灣民眾前往英國之旅遊動機與重遊意願之影響

The Impact of a Visa-free Policy on Taiwanese Travel Motivation and their Intentions to Revisit the U.K.

莊泓楷(Hung-Kai Chuang)

指導教授 ： 吳武忠

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2014年)

摘要

Numerous research has been conducted into travel motivation and revisit intentions, but there is limited literature that investigates the impact of visa-free policies on the relationship between travel motivation and revisit intention. In addition, there are even fewer studies on Taiwanese travel motivations to visit the U.K. This study examines whether a visa exemption policy would impact on the relationship between travel motivation and revisit intention amongst Taiwanese people. The findings from the literature review showed five types of travel motivation that influence visitors when selecting a destination. These findings were applied to this study, when 223 questionnaires were sent to Taiwanese respondents as an online survey, and 200 were retrieved, meaning the response rate was 89.69%. It was found that Taiwanese people select the U.K. as a travel destination for a number of reasons, however ‘tourism resources’ and ‘escape’ motivations carry the most influence. Meanwhile, the study found that a visa-free policy is also important to Taiwanese travellers when they select a destination. Moreover, a visa exemption policy was found to impact on the relationship between travel motivation and revisit intention. Furthermore, the findings revealed that the marriage status of travellers has a significant impact in relation to ‘social travel motivation’ and a significant difference was found amongst the different monthly income groups towards selecting the U.K. as their first destination choice.

關鍵字

旅遊動機 ； 重遊意願 ； 免簽證政策 ； 台灣民眾 ； 英國

並列摘要

Numerous research has been conducted into travel motivation and revisit intentions, but there is limited literature that investigates the impact of visa-free policies on the relationship between travel motivation and revisit intention. In addition, there are even fewer studies on Taiwanese travel motivations to visit the U.K. This study examines whether a visa exemption policy would impact on the relationship between travel motivation and revisit intention amongst Taiwanese people. The findings from the literature review showed five types of travel motivation that influence visitors when selecting a destination. These findings were applied to this study, when 223 questionnaires were sent to Taiwanese respondents as an online survey, and 200 were retrieved, meaning the response rate was 89.69%. It was found that Taiwanese people select the U.K. as a travel destination for a number of reasons, however ‘tourism resources’ and ‘escape’ motivations carry the most influence. Meanwhile, the study found that a visa-free policy is also important to Taiwanese travellers when they select a destination. Moreover, a visa exemption policy was found to impact on the relationship between travel motivation and revisit intention. Furthermore, the findings revealed that the marriage status of travellers has a significant impact in relation to ‘social travel motivation’ and a significant difference was found amongst the different monthly income groups towards selecting the U.K. as their first destination choice.

並列關鍵字

travel motivation ； revisit intention ； visa exemption policy ； Taiwanese ； the U.K.

參考文獻

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Anderson, B. B. & Langmeyer, L. (1982). The under 50 and over 50 travelers: A Profile of Similarities and Difference. Journal of Travel Research, 20(4), 20-24.

Baker, D. A. & Crompton, J. L. (2000). Quality, Satisfaction and Behavioral Intentions. Annals of Tourism Research, 27(3), 785-804.