A Study on Travel Satisfaction of Inbound Visitors in Taiwan- A Case Study of Mainland China Tourists

• Main Authors: Peng, Pijung, 彭碧蓉
• Other Authors: 黃登源
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/09400824193154047334

碩士 === 輔仁大學 === 統計資訊學系應用統計碩士班 === 100 === With the active promotion of “Six Key Emerging Industries” and “Project Vanguard for Excellent in Tourism”, the Taiwanese government plans to focus on developing international tourism, improving domestic travel, and increasing foreign exchange earnings. The government hopes that creating a tourism environment focusing on both quality and quantity will turn Taiwan into a major tourist destination in Asia. One of the main strategies is to allow Mainland China tourists to visit Taiwan which has occurred since June, 2011. The purpose of the study was to understand socio-demographics, travel characteristic, travel tendencies, travel satisfaction and revisiting willingness of Mainland China tourists traveling to Taiwan. Specifically, this study analyzed how different socio-demographics and travel characteristic influenced Mainland China tourists’ travel satisfaction and revisiting willingness. The results of this study indicated that (1) the satisfaction of travel agencies and the services of the tour guides, perceived by Mainland China tourists, were significantly different. The tourists’ satisfaction ranking from high to low was the following: ”Tour guide service”, “Professionalism of the tour guides”, “Transportation”, “Accommodation”, “Itinerary” and “Meals”. (2) Mainland China tourists’ socio-demographics and travel characteristic were significantly related to travel satisfaction and revisiting willingness. Finally, this result is expected to provide the conclusions for government and tourism industry to develop policies and provide better services, and the study would provide data for further research.