| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 101 === According to the statistical data from the World Tourism Organization about numbers, and average annual growth of international travelers, as well as travel income, the tourism market with greatest development potential is the Asia-Pacific region. An overview of the administrative information system of the Tourism Bureau, ROC, most tourists who come to Taiwan are from Asia. Currently, Chinese and Japanese tourists are the main travelers for Taiwan. In order to attract more international tourists and create more tourism production value, Taiwan will actively develop the fourth largest customer market – the potential tourism market of Malaysia. On September 7 to 9, 2012 (a total of 3 days), this study conducted non-random convenience sampling questionnaire surveys for visitors who are 18 years old or over in the Malaysia Autumn Travel Exhibition. The 518 valid questionnaires undergo descriptive statistical analysis and stepwise regression analysis. The main purpose is to use research analysis to understand the influential relationships among destination images, source of travel information, motivation for viewing travel exhibitions, and behavioral intentions for Malaysians toward Taiwan.
The research results show, in destination images, friendly local people, appealing local food, cultural events/festivals, convenient public transportation, and restful/relaxing atmosphere have positive effects on future plans for international and domestic travel. In terms of source of travel information, word-of-mouth, tourist organizations’ websites, brochures, radio, Facebook, magazines, Internet, and tourist information center have positive effects on future plans for international and domestic travel. As for the motivation for viewing travel exhibitions, the goals to collect information for future purchases, compare market prices, examine products before making decision, see a wide range of products on display, get discounts and special promotions, and media attraction of exhibition have positive effects on future plans for international and domestic travel.
Finally, this study proposes four concrete suggestions: “continue to form tours to participate in Malaysia Autumn Travel Exhibition and provide discount plans and measures,” “hold tourism promotional meetings,” “purchase the optimal advertisements where Malaysians obtain travel information,” and “promotional model for marketing targets in group tourists and backpackers,” as a reference for the public and private sectors in developing and cultivating the tourism market in Malaysia.
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