Using Dramaturgy Model to Determine the Critical Travel Factors When Delivering Services for Mainland Chinese Tourists in Taiwan and to Formulate the Marketing Strategy of Travel Agencies

• Main Authors: Cheng-Jen Lin, 林正仁
• Other Authors: 李宗儒
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/75578291247311721719

碩士 === 國立中興大學 === 行銷學系所 === 95 === Among all the Asian market, mainland China was least affected by the economic downtown. It provides the source of tourism to many countries. In order to fully capture this market, it is important to satisfy the needs of the mainland Chinese tourists. How to do the business of the mainland Chinese tourist already become the most attractive new business opportunity. The purpose of the study aims to determine the critical travel factors when delivering services for mainland Chinese tourists in Taiwan. Our research will design two kinds of questionnaire by using the “Dramaturgy Model”. One is for the mainland Chinese tourists who travel in Taiwan, the other is for the managers of travel agencies. A total of 124 mainland Chinese tourists and 44 managers of travel agencies were interviewed by questionnaire. (There are 133 legal travel agencies which are allowed to serve the mainland Chinese tourists in Taiwan.) Our research will use the method of Grey Relational Analysis to analyze our questionnaire. The results indicate the 5 critical travel factors of mainland Chinese tourists are “The safety of the tourism”, “The quality of the special product”, “Enough time to enjoy the scenic spot”, “Commitment by the service provider”, “Responsiveness of the service provider”. And the questionnaire data of mainland Chinese tourists are divided into 3 clusters. One is named “Leisure-enjoying tourists” whose attributes are medium-aged, medium income and responsiveness-oriented. Another is named “Quality-seeking tourists” whose attributes are older age, high income, and quality-oriented. The other is named “Novelty-experiencing tourists” whose attributes are younger age, low income, and novelty-oriented.