| Summary: | 碩士 === 輔仁大學 === 應用統計學研究所 === 91 === ABSTRACT
The research is an object of study about coming Taiwan for Sightseeing visitors, The original data is selected by the Ministry of Communications of Tourism Bureau, 「2001 Annual Survey Report on Visitors Expenditure and Trends in Taiwan」. The purpose of the research wants to known the “visitors’ personal information “,“trip activities“, “ trip planning“, “impression “and “spending habits“. And doing the market segmentation to find marketing policy for the related organization and tourist industry.
Excel, SPSS, is being an analysis tool in the process of data analysis. It takes some analysis skill like “descriptive statistics“,“Dalenius and Hodges Minimum Variance Stratification“,“ Chi-square Test“,“ Classification and Regression Tree“, “Relative to an Identified Distribution Analysis“…etc. to analyze the data. The research tries to extract some useful information and discover some problem.
Some discovery of the research are as following：
（1）All the visitors are attracted by “cuisine “and “scenery “in Taiwan. And prefer to get tourism information from “common magazines and books”,” travel agency“and “Internet “. The Three major activities for visitors visiting Taiwan are “Shopping“, “Sightseeing“and “visiting historic relic“. And have good impressions on “Taiwan’s cuisine“, “ friendliness“, “ scenery“ ,“social security “and “historical relic“ however, they have a bad impression on “Taiwan’s traffic condition“, “ cleanness of environment“, “weather “and “entertainment“.
（2）The trip arrangements of the middle -expenditure group and high-expenditure group are Group Package Tour mainly, and low-expenditure group is Self arranged Tour without Activities Arranged by a Local Travel Agency after Arrival mainly；low-expenditure group dissatisfies the goods price ,and the middle-expenditure group and high-expenditure group dissatisfy the Taiwan’s custom and culture；The willing of coming Taiwan again middle -expenditure group and low-expenditure group are more high. And the high-expenditure group is lower.
Keywords：Tourism、Market segmentation、Classification and Regression Tree、Expenditure Behavior
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