An analysis from mainland China tourism practitioners of the competitiveness and advantages of tours to Taiwan

• Main Authors: CHEN,YI-HSUAH, 陳怡璇
• Other Authors: Chen,Chia-Yu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/90065242239067445576

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 104 === With the sharp increasement in economy in Chinese Mainland, the number of the out-bound tourists has hit 1.2 billion. The consumption ability of out-bound tousirm has also been ranked as the top; all the countries in the whole world therefore exert themselves to recruit as many Chinese Mainland tourists as possible. Becaseu Taiwan has been confronted with severe international competition, they need to integrate their advantageous resources to increase the Chinese Mainland tourists’ satisfaction and maintain their sustainable development in the market of tourism. This study has utilized IPA analysis to analyze the Chinese Mainland tourists’ emphasis and satisfaction on five Asia-Pacific coutries, Taiwan, Japan, Korea, Singapore, and Thailand, included. The factors involve the endowed resources, created resources, supporting resources, and price factor. The questionnaires have been issued to the tourism clients in Chinese Mainland from October first, 2014 to December thirty-first, 2014. The method is purposively sampling. The number of the recycled questionnaires is 246, among which are 222 (90.2%) effective. Based on the result, the Chinese Mainland tourists consider the tourism competition in Japan and Thailand genrally satisfied, the endowed resources in Korea and Singapore inadequate while the created resources outstanding, and the created resources in Taiwan insufficien. However, taking the goal of this study into consideration, the researcher has found that the Chinese Mainland tourists consider the overall tourism competitiveness better than that of the four countries, which indicats that Tawain Tourism Bureau has successfully managed the Chinese Mainland tourists’ coming to Taiwan. Here are three pieces of suggestion for the policies yet to come. First, Taiwan Tourism Bureau should strengthen the local created resources, adjust the visa policies, and promote multiple tour attractions. Secondly, Taiwan Tourism Bureau should transplant the seperience of the management on Chinese Mainland toursis to manage the potential tour market. Thirdly, Taiwan Tourism Bureau should take advantages of the endowed and created resources to promote the tourism.