大陸地區來台觀光團體旅客旅遊消費行為與重遊意願之研究

The Consumer Behavior and Revisiting Willingness for Group Package Tourists from China to Taiwan

陳光華(Kaung-Hwa Chen) ； 容繼業(Chi-Yeh Yung) ； 陳怡如(I-Ju Chen)

《觀光研究學報》 10卷2期 (2004/05) Pp. 95-110

https://doi.org/10.6267/JTLS.2004.10(2)6

摘要

本研究主要目的在探討大陸地區來台觀光團體旅客旅遊消費行為與重遊意願。藉問卷蒐集分析資料，以變異數分析對滿意度進行差異分析，並運用羅吉斯特迴歸分析，建構旅遊消費行為與重遊意願的關係。根據問卷調查及資料分析結果顯示：「對台灣的好奇心」是吸引大陸地區旅客來台觀光的首要原因，而「服務單位提供」則是獲得台灣地區旅遊資訊的主要管道；大陸地區來台觀光旅客對所提供的服務項目滿意度呈現顯著差異，其中對「台灣地區人民的熱情」、「導遊人員的服務態度」、「旅館員工服務態度」及「旅館的設施及旅館的地點」有較高的滿意度，而對「旅遊景點的建築設施」、「餐廳菜餚的口味」、「遊樂設施」及「景點流動攤販的管理」則較不滿意。針對旅遊消費行為對重遊意願的羅吉斯特迴歸分析中顯示，餐飲服務品質構面滿意度愈高，則再度來台的重遊意願愈高，同時也發現團體在台停留期間愈長、旅客個人消費金額愈高及來台旅遊團費愈貴則重遊意願愈低。

關鍵字

旅遊消費行為 ； 停留期間 ； 消費金額 ； 團費 ； 滿意度 ； 重遊意願

並列摘要

The purpose of this research was to investigate the relationship in between consumer behavior and revisiting willingness for group package tourists from China to Taiwan. In this study, by employing one-way ANOVA, the differences among satisfied services perceived by Chinese tourists were explored. In addition, by using logistic regression analysis, the factors affecting their revisiting willingness were soundly found. The result of this study indicated that ”curiosity about Taiwan” was the main reason to visit Taiwan and ”working place” was their major channel to acquire travel information about Taiwan. It also showed that the satisfaction perceived by the China's tourist was significantly different. In general, the more satisfied service items were ”the hospitality of local residents”、 ”service attitude of local tour guide”、”facilities in hotel” and ”hotel location.” On the contrary, for those less satisfied services were” architecture and facilities of scenic spots”、 ”taste of dishes offered by restaurant”、 ”recreation facilities of scenic spots” and ”the management policies of moving vendors on the tourist spots. ”By applying logistic regression analysis, it discovered that the better standard of food and beverage quality provided, the higher intension of China's tourists' revisiting willingness showed. However, the longer duration of staying in Taiwan、 the higher expenditure of clients spent and the more expensive tour fare cost would be the factors decreasing the revisiting willingness from China's tourists to Taiwan.

並列關鍵字

consumer behavior ； duration of stay ； tour fare ； expenditure ； satisfaction ； revisiting willingness ； satisfaction

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