The Countermeasures in Response to Mainland China Tourists of Low-Cost Package Groups.

• Main Authors: Hsiao, Hung-Chia, 蕭弘佳
• Other Authors: Wang, Kuo-Ching
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/p5fuxn

碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 106 === Statistics from Tourism Bureau, M.O.T.C. Repblic of China (Taiwan) showthat since Taiwan’s government launched open-door policy to Mainland Chinese Tourists in 2008 and later allowed the Free-Independent Travelers (FIT) from Mainland China to visit Taiwan in June, 2011, tourists from Mainland China have grown year by year. Up to August, 2017, the inbound tourists from Mainland China is around 244,910,311 passengers in total. The total amount of annual income from visitor expenditure was slightly decreased (around 13.37 billion) in 2016. However, from 2008 to 2015, the income from visitor expenditure has dramatically increased from 5.94 to 14.39 billion, compounding annual growth rate is 11.7% which is higher than the rate 5.3% in year 2000 to 2008. The visitor expenditure in Taiwan increased considerably due to the inbound tourists from Mainland China. With the execution of "Three Direct Links" for postal, air and shipping service and trade between Mainland China and Taiwan. Mainland Chinese tourists who visited Taiwan have greatly increased and the number of Mainland Chinese tourisrs rank as the top among Taiwan’s inbound tourists. The total amounts of hotel rooms are usually in short supply in season, and therefore, many hotels spring up in the recent years. Although Mainland Chinese tourists generate substantial economic benefits to Taiwan, traveler's characteristics, behavior, travel custom and cultural differences frequently trouble hoteliers. Most Mainland Chinese travelers participate in group package tour through the local travel agency, and based on the level of itineraries, tour fee, passenger's standard living and culture differences are obviously different, and this phenomenon is especially significant in Zero or Low-cost group. For example, they might pay less attention to table manners; use the facilities inside and outside the rooms inappropriately, special hygiene behavior, and ignore the no-smoking signs and smoke in that area, etc. Regarding these behavior, hoteliers find no way to change the situation, some hotels even explicitly prohibit from accepting tourists from Mainland China. From the literature review, I found that most of the paper mainly focus on the travel motivation, repeat travel wishes, consumer satisfaction, etc. Till now, there is no research focus on the tourist from Mainland China joining the low-cost group. In this research, we conduct the research through focus group interviews and invite six experts to have in-depth interviews. After collecting data, content analysis will be used. With analysis, classification and naming, the problems and their solutions that hoteliers will encounter when they serve the tourists from low-cost tour package tour will be found. In conclusion, I found that all of the hotels that serve tourists from Mainland China have similar problems; however, there is no standard and reference for handling such problems. Most of the hoteliers will cope with the problems based on the seniors’ experiences, and this results in the practical operation gap; the literature only collates and investigate Mainland Chinese visitors’ special habits and travel behavior. Nevertheless, there is no further link between the literature and hotel's actual operation, and this thus generates a theoretical gap. In this study, through the qualitative research, we have collected all kinds of troubles from hotel service; we formulated effective and innovative service responses to the problems in order to provide the hoteliers with detailed precautionary and post-processing methods. When they face the same problems, they can have a set of reference.