| Summary: | 碩士 === 清雲科技大學 === 中亞研究所 === 97 === World Tourism Organization once predicted that the annual growth rate for international tourism will reach at least over 4% before year 2020. This shows tourism is a very high potential industry. Central Asia not only has deep historical background but also has multi-culture and historical remains. In addition, the great mass favor for Silk Road tour has already made this place become a spot light for tourism. Central Asia which is also called Silk Pearl has many world heritages named by UNESCO in world human culture heritages protecting list. In recent years, countries in central Asia all put their efforts on developing tourism as one of their important economic industries. Uzbekistan is the earliest country in developing tourism and has rich heritages resources named as country of platinum for its irreplaceable role in silk trade business in central Asia.
Recently, Taiwan outbound travel markets toward Uzbekistan route, Taiwan tourists have an increasing trend, which shows the market is growing. However, Taiwan tourists’ cognition and expectation toward Uzbekistan are the basis of route design. In order to reach market needs, travel agency’s view must meet tourists’ expectation.
This research topic is Taiwan Tourists’ cognition and expectation towards Uzbekistan’s tourism. Taiwan tourists are the research sample to explore their travel cognition and expectation toward Uzbekistan. In the study, except tourism literatures collection of central Asia and Uzbekistan, quantitative questionnaire survey method is also used to identify Taiwan tourists’ cognition and expectation. Moreover, uses statistic analysis to run its result. In addition, dept interview is adopted to understand travel agencies’ current market situation and their managerial difficulties.
In this research, the findings show that most of Taiwan tourists are high educated and have multi-travel experiences. The majority of them is young and works in hospitality industry. Generally, the results of this study indicate that Taiwan tourists have highly expectancy in travelling to central Asia but with trouble in finding related travel information. Moreover, the most desirable travel pattern for Taiwan tourists is culture experiencing.
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