THE EMPIRICAL STUDY OF THAI TOURISTS’ TRAVEL MOTIVATION, TRAVEL SATISFACTION AND DESTINATION LOYALTY TOWARDS TAIWAN

• Main Authors: Dhirasak Thienthanathanthon, 何其松
• Other Authors: Yung-Kuei Liang
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/66298392711471675857

碩士 === 大同大學 === 事業經營學系(所) === 101 === Due to the dramatic change of economic growth and the change in social lifestyle, tourism industry has become one of the most important source of income for the nation. The more the person earn, the higher the living standard they have, travel aboard is not only just a reward to oneself or a chance to relax or to get away from a busy daily life, but also an opportunity to gain new experiences, new knowledge and new excitements, or to have a great moment with friends and/or family and, surely, to show their social status. To respond to the increasing of tourism momentum, the related tourism organizations in Taiwan have also prepared themselves to cater for this huge influx, they have invested a lot in marketing to attract the international tourists. In fact, when operating any businesses we need to understand our customers’ behaviors, particularly for tourism industry, we need to understand why the tourists come? to have some fun? to do some sight-seeing? How were their trip experiences? Would they like to come back again? Will they recommend this place to others? These interesting curiosities are the starting point of this study, together with the fact that there are very few studies in Taiwan using Thai tourists as the target group and that the researcher, himself, also has a strong bond with Thailand. This empirical study is about the travel Motivation, travel Satisfaction and destination loyalty towards Taiwan of the Thai tourists, the targets of the research are Thai tourists who are 18 years old or above and have been traveled to Taiwan. Using the convenience sampling method, distributing the questionnaires to various groups of sample via emails and traditional paper-works, the 256 effective samples had responded. The research results found as follows; 1. The push motivation of Thai tourists towards Taiwan has a significant influence to their travel satisfaction; 2. The pull motivation of Thai tourists towards Taiwan also has a significant influence to their travel satisfaction; 3. The travel satisfaction of Thai tourists towards Taiwan has a significant influence to their destination loyalty; 4. The push motivation of Thai tourists towards Taiwan has a significant influence to their destination loyalty; 5. The pull motivation of Thai tourists towards Taiwan also has a significant influence to their destination loyalty; 6. The push motivation of Thai tourists towards Taiwan, using travel satisfaction as a mediator, has a significant influence to their destination loyalty and; 7. The pull motivation of Thai tourists towards Taiwan, using travel satisfaction as a mediator, also has a significant influence to their destination loyalty. These results can be provided to the Taiwan government or private sector (Travel agencies) for their referral in planning their marketing strategies or for managerial purposes. On the other hand, the researcher also believes that the results of this study could also be useful to other researching institute or exotic authorities and agencies to further study the different aspects of the Thai tourists towards Taiwan.