| Summary: | 碩士 === 高雄餐旅學院 === 旅遊管理研究所 === 98 === While shopping, tourists may have the negative experiences about raising prices, forcing to sell by the vendors, merchants, drivers, tour guides and local people, and even buy the inferior goods. The tourist harassment not only affects the quality of travel, but also threats the tour destination image. However, the event of tourist harassment happens frequently, but there are few researches about this issue. In addition to lack of the specific legal rules and regulations, the most important reason is the difficulty on the subjectively determined.
Therefore, this study attempts to explore the formation of tourist harassment, and empirical investigation of China tourists’ shopping behavior in Taiwan, to understand the China tourists’ perception and how to response about the situation. The research divied into two parts. First, collect the literature and in-depth interviews for tourists, generalize a type of tourist harassment and tourists’ attitude when they have the harassnent, and the questionaire of rearch is composed of four factors, they are language harassment, interference of Purchase freedom, physical harassmnt, and after purchase harassment. Secondly, the research use questionnaire survey to analysis the China tourists’ traveling experience in Taiwan, and disscuss the tourists’ opinion to tourist harassment and the relationship between tourist harassmtn with tourist demographic background and travel characteristics.
The result of the research found that China tourists were satified environment of tourism shopping in Taiwan, they felt less tourist harassment experience in Taiwan. And for「 Always try to convince me to buy products」&「when I purchased the product, I found that overpaied」should be improved. Acorrding to the result, the researcher hope to provide the strategy for the tourism industry to received tourists from China, and improve the quality of tourism environment in Taiwan.
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