| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 104 === Japan has always been one of the popular destinations for tourists from Taiwan. After the amount reached a million and 13 thousand people in 2011, it has kept increasing approximately several hundred thousands every year. In 2015, almost 3.8 million Taiwanese tourists travelled to Japan, which became the number one tourism destination of Taiwanese tourists.
The study is based on the Theory of Planes Behavior and Technology Acceptance Model, TAM. It entails consumers’ characteristics, tourism motivation, subjective norms, website characteristics, and respondents’ background statistic variables, which analyze the key factors on Taiwanese tourists choosing Japan as their favorite travel destination in 2015. Meanwhile, the study could assist the travel-related companies understand the consumer behaviors better, in order to make the appropriate marketing strategies to meet consumers’ demands and maintain its competitive advantages.
This survey, which targets the consumers travelling abroad, was issued by convenience sampling of 280. 252 questionnaires were collected with 215 valid samples. The effective response rate was 85.31%.
In order to verify the assumptions of the study, the following study methods have been used: descriptive statistics, reliability and validity test, multicollinearity test, autocorrelation test and linear probability models. The result indicates that subjective norms, websites characteristics and travel costs have significant positive impact on the consumers traveling to Japan in 2015. Yet, tourism motivation and consumers’ characteristics have no significant positive impacts. In addition, respondents’ background statistic variance, income, and age have significant positive impacts. Concerning traveling experiences, that the consumers have traveled abroad around 3 to 5times from 2010 to 2014 shows significant positive impacts; however, the ones travelling abroad more than 6 times results in negative impacts.
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