| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 100 === Taiwanese government promoted the six key emerging industries. One of them was "Excellence in tourism ", and the government gave vigorous support to the tourism. In recent years, because of opening to Chinese mainland tourists to Taiwan for sightseeing, it created considerable tourism income. This study used Kinmen, the first of pilot area in Taiwan open for Chinese mainland tourists, to discuss the differences of service quality felt by visitors between the two sides of Taiwan Strait.
The research objects were Taiwan tourists and Chinese mainland tourists, and Taiwan tourists were further divided into two groups, including group visitors and backpackers. According to the past study, there exist differences in group visitors and backpacker’s feeling. But when saying to Chinese mainland tourists, this research just used group visitors as the main research subject. This study was an evident-based research and was done by questionnaires, from August 1, 2011 to October 31, 2011. It was the high season for Kinmen’s tourism. In the end, 1100 questionnaires were filled out, with a effective response rate of 97.64%.
The results showed that (1) Compared Taiwanese group visitors with Chinese mainland visitors, there were significant differences in tangibility , reliability, assurance and empathy.
(2) Compared Taiwanese backpackers with Chinese mainland visitors, there were significant differences in responsiveness, assurance and empathy.
(3) Compared Taiwanese group visitors with backpackers, there were significant differences in tangibility, reliability, responsiveness and empathy.
(4) For Taiwanese group visitors, there were significant differences in reliability, responsiveness, assurance and empathy between expectation and perception.
(5) For Taiwanese backpacker, there were significant differences in tangibility, reliability and empathy between expectation and perception.
(6) For Chinese mainland tourists, there were significant differences in tangibility, reliability, responsiveness, assurance and empathy between expectation and perception.
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