The Study of Shopping Decisions of the Type 1 Mainland Chinese Tourists in Taiwan

• Main Authors: Chen,Ching-Yi, 陳靖宜
• Other Authors: Zo,Sing-Nan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/45037684243006901530

碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 97 === This research sample is sent out during the period between April 25th and May 12th, 2009, targeting the Type I Chinese Tourists travelling to Taiwan by direct cross-strait flight in a tour group for the duration of 8 days. Of the 553 questionnaires distributed, 527 questionnaires were collected by May 14th 2009. Excluding the 47 un-completed or poor responses, there are 476 valid responses in the sample 86.08% re-sponse rate. Sampling result: The percentage of male is 57.6%, and female 42.4%. Regarding the marital status, married couples account for 89.1%, singles account for 10.9%. The age distribution mainly falls between the age of 40 to 49 which accounts for 30.9%, and the next is between the age of 50 to 59 which accounts for 26.1%. These two groups combined account for over 50% of the respondents; therefore, the middle age people accounts for the majority of the tourists. People with the high school or secondary tech-nical school education level accounts for the most, which is 53.4%, indicating that the tourists are generally in or above the middle education level. Regarding their occupation, the management staff, at 35.5%, accounts the most. Regarding the place of residence, there are 15 provinces indicated by the data collected, which we divide into 5 regions for analysis: North China accounts for 19%; Northeast China, 12.3%; East China, 41%; South China, 13.2%; and Southwest and Northwest, 14.5%. For personal monthly in-come, 29.6% of the respondents fall between 2,001 to 4,000 RMB, and next 28.4% fall between 4,001 to 6,000 RMB. In addition, the first-time tourists accounts for the most which is 72.8%. Of the reasons for joining the travel tour, most people, 33.4% of the responds, indicate they were invited to accompany their friends and family to travel along. Our survey shows that Mainland Chinese tourists’ main motivation for shopping in Taiwan is “product uniqueness and novelty.” Shopping budget is on average NT$18,226.904. Purchases are based upon information provided by the tour guides or drivers. “Product quality” is the most valued attribute when making purchase decisions. Favorites among the many products are local specialty items such as pine apple cake, rice cake, etc. Average daily shopping expense per person is NT$16,052.48. Shopping locations mainly concentrates on retailers as arranged on the travel itinerary. Shopping time is on average 7.44 hours. Regarding the satisfaction of the retail environment, the responses upon tally comes to a score of 3.85, between “normal” and “satisfied.” Base upon the results from the research, we recommend government departments responsible for tourism to provide supervision and guidance to the tourism-focused re-tailers with clear objectives of improving the retail environment, actively promoting Taiwan products with local distinctiveness, further diversifying the product line-up, and assiduously raising the service quality. We recommend retailers in the travel and tourism industry to design and develop unique souvenir products that embody Taiwan’s charac-teristics and finished products with local features of various scenic spots. We believe that highlighting Taiwanese attributes is the best approach to higher customer satisfac-tion by tourists purchasing Taiwanese products, thereby enhancing Taiwan’s reputation for tourism.