| Summary: | 碩士 === 國立臺東大學 === 進修部休閒事業管理組碩(夜間) === 104 === Since the opening of mainland tourists to visit Taiwan, the annual number of mainland tourists to Taiwan have been growing, and also brings a lot of business opportunities in Taiwan. The duty-free shops for mainland tourists have also opened more than before. Therefore, how to arrange the mainland tourists to the duty-free shops of Taiwan, and how to understand tourists’ favorite to gain more benefit for mainland tourists, duty-free shops and travel agencies tripartite mutual benefit that is what this research want to explore. This study collected the data from the mainland tourists through questionnaires, and by data mining analysis and found :The difference provinces of mainland tourists have different preferences of duty-free products, such as North China, the Northeast, the Southwest and the South Africa of the duty-free trade preferences for corals; the East China's preferences are the diamond. The provinces of mainland tourists in spent amounts of duty-free goods is different; such as North China and Northeast China are willing to spend higher than the South region and the southwestern region. The purchase behavior can also be found in duty-free shops, for example: Corals are most purchased by the tourists in all the duty-free shops. Some of the tourist may visit but not necessarily buy. The reason of purchase duty-free products are also very subjective mostly like and most reason not to buy is not interested. Tourists favorite spots are still relatively well-known tourist attractions. In view of past studies are mostly focus on mainland tourists travel and a single duty-free shops. This study is for all the duty-free shops of Taiwan (coral, jade, diamonds, watches and clocks) as a basis for investigation, the result may led the industry as a relevant reference for future business strategy.
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