| Summary: | 碩士 === 開南大學 === 觀光運輸學院碩士在職專班 === 107 === The main purpose of this study is to analyze the background characteristics of passengers at home and abroad to Matsu region, and to explore the motives of passengers' choice to go to the Matsu area. The understanding of the passenger group can be used as a reference for the future development of tourism. In this study, a questionnaire survey was conducted to tour Matsu visitors locally, and data collection methods and analysis methods were used for sampling. A total of 302 valid questionnaires were obtained.According to the results of the analysis, the main conclusions of this study were as follows: Visitors to the Matsu area were characterized by Taiwanese visitors’, Uni-Airlines taking off from Songshan, short-term trips within five days, choosing to visit most attractions, and mostly holding tourism. The attitude of adventure, and the willingness to revisit and the recommendation rate were more than 80%. Most of the tourists who chose to visit Matsu area were Taiwanese passengers. They would take Uni-Airlines from Songshan, taking short-term trips within five days, choosing to visit most attractions, holding the attitude of traveling adventure mostly, and revisiting willingness and recommendation rate were both above 80%. Taiwan tourists, sightseeing trips, short travel days, many tourist attractions, a tourist adventure, and the feeling that the four seasons were suitable for travelers got higher willingness to revisit and recommend.According to the results of this analysis, if the relevant units want to plan the tourism and tourism business in the Matsu area, they can take short-term travel as the mainstay, and plan the travel package with the regional attractions, and shape the travel adventure situation and the tourist image of all seasons. Suggestions for marketing local characteristics in the Matsu area.
Keywords: Matsu, visitors' characteristics, willingness to revisit, recommendation rate
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