陆客来台旅游之研究.doc

陸客來台旅遊之研究摘要 近年來中國人民海外旅遊風氣盛行，兩岸文化、社會交流及經貿往來日益頻繁。金融海嘯後，全球經濟面臨嚴峻衝擊，台灣觀光產業蕭條，因此政府積極開放陸客來台觀光，為國內觀光產業注入一股新的動能。 陸客來台旅遊熱是否能持續延燒？旅遊行程安排是否能滿足陸客需求？據此，本研究同時以來台陸客及旅遊業者作為調查對象，探討旅遊動機、服務品質與產品屬性滿意度及重遊意願四者之關聯性，並將陸客真實感受傳達予旅遊業者，使兩者取得共識，以提升陸客來台旅遊之滿意度及重遊意願，為國內觀光產業帶來競爭優勢及經濟效益。 結果顯示：陸客來台旅遊動機、服務品質與產品屬性滿意度及重遊意願四者之間存在顯著的正向影響關係，顯示套裝行程設計愈能符合陸客體驗「台灣風土民情」、「放鬆身心」及「增長見聞」之旅遊動機與需求，「有形性」、「可靠性」、「反應性」及「保證性」之服務品質滿意度及「導遊人員」、「住宿環境」、「餐廳環境」、「交通工具」及「景點內容」之產品屬性滿意度愈高，其重遊意願亦愈高。 關鍵字：旅遊動機、服務品質、產品屬性、滿意度、重遊意願 A Study of PRC Tour Group is Coming to Taiwan Abstract In recent years, the trend of Chinese traveling overseas has been popular. The cultural, social and trading communications are progressing with increasing frequency day by day. After Financial Tsunami, there had been a serious impact all over the world and our Taiwanese sightseeing industry was fallen into recession. Hence, the Government carried out the policy related to the coming of PRC tourists. It has imbued the local tourism with profound power. However, does the trend of PRC tourists’ coming enable to last long? Do these arrangements of traveling itineraries fulfill their needs? In view of the two questions brought up above, we made investigations between PRC tourists and our sightseeing entrepreneurs, who were just the right objects for our research. We deeply probed into the connection among four elements --- motives for tour, serving qualities, satisfaction of products’ attributes and inclinations toward revisiting Taiwan. We also helped to convey the authentic reception of PRC tourists to those entrepreneurs, make both sides reach an agreement and promote the content of PRC tourists’ sightseeing in our areas and their inclinations for revisiting Taiwan. Our purposes were to bring more advantageous competitiveness and economic benefits to the local tourism. According to the result, there’s a positive influence on the connection among PRC tourists’ motives for tour, satisfaction of serving qualities, satisfaction of products’ attributes and inclin