| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 98 === This study applies the analytic hierarchy process (AHP) to study two topics on mainland China tourists' travel behavior. The first topic investigates facotrs affecting mainland tourists' choice of travel destinations. The second one attempts to identify key factors affecting their shopping intention in Taiwan. Results of AHP analysis indicates that, in determining travel destination, mainland tourists is most concerned about Destination Environment, followed by Destination Facilities and Personal Factor. Among the sub-criteria under destination environment, the most important factors in their decision process are Safety, History and Culture, and Natural Resources. Among the factors under destination facilities, mainland tourists are most concerned with Restaurants and Food. Lastly, under personal factor, they valued the Togetherness and Closeness with Family and Friends and Experiencing a Different Lifestyle the most.
According to the AHP analysis on mainland tourists' shopping intention in Taiwan, mainland tourists consider Service the most important factor, followed by Product and Stores. The four sub-criteria under service: Ease of Communication, Product Knowledge of the Staff, After Sales Services, and Service Attitudes are all very important to mainland tourists. Product Quality is the most important consideration among the sub-criteria under product. Under stores, mainland tourists are most concerned with Convenience of Location and Store Appearance and In-store Shopping Environment.
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