| Summary: | 碩士 === 大葉大學 === 外語服務產業碩士學位學程 === 105 === With the tourism industry in Taiwan has paid more and more attention on travel in recent years, which become popular and established one after another. Also, the tourism market with Japanese people growing up rapidly, who has been one of the most important group for Taiwan. In the past, most of the study was on Japanese tourists’ behavior, consumption and satisfaction. The aim of this study think that food culture, environmental perception and other factors are important. Providing tourists and industries a valuable information and service, and raising old customers come to Taiwan having travel again are the significant indicator for sightseeing market to break through difficulties.
Therefore, this purpose was to investigate the effects of the important factors to explore the Japanese tourists to Taiwan. The subject focused on the tourists from Japaneseto visit Taiwan. By entrusting travel agencies, frineds and family, airport stalls and Internrt to release questionnaires, total of 125 questionnaires were issued. There were 105 pieces of effective questionnaires, and 84% effective recovery rate for data analysis. The results found: Food culture, environment awareness and travel satisfaction are positively related to willingness to travel. Among them, food culture had the highest relationship among the sensory experience, environment awareness had the highest relationship among the tourist resources. Secondly, the sensory experience of food culture, cultural environment of environment perception, and the tourism resource of tourism satisfaction achieved significant predictive power to the willingness to visit. And the characteristics of Japanese tourists on the willingness to visit Taiwan have part of significant differences.
This study is going to propose some suggestions to the developments of the government, industries, featured markets and the media which related to tourism. Hopefully, this will help government agencies to develop more competitive policies and programs for Japanese tourists, and provide tourism industries the references on planning the tour itinerary with expectations and needs they want. Moreover, to help follow-up researchers have more directions.
Key Words : food culture, environmental perception, travel satisfaction, revisit intention
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