文化大學機構典藏 CCUR:Item 987654321/20011
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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20011


    Title: 大陸來台旅客之旅遊體驗、滿意度與重遊意願之相關性分析
    Authors: 程泳昌
    Contributors: 觀光事業學系
    Keywords: 旅遊體驗
    滿意度
    重遊意願
    Date: 2010
    Issue Date: 2011-10-31 12:24:03 (UTC+8)
    Abstract: 在全球化的趨勢影響下，新興市場的崛起，促使旅遊目的地重新思考如何提升其競爭優勢。近年來，中國之海外旅遊市場呈現持續成長。以台灣而言，如何深入了解陸客之旅遊行為特性，並對其提供優質服務，進而提升陸客來台之整體滿意度，成為當前的主要議題。本研究之主要目的為探討大陸旅客之旅遊體驗對旅遊滿意度與重遊意願的影響及分析大陸旅客之旅遊滿意度與重遊意願的關聯。本研究主要採用量化研究方法，並設計問卷針對來台陸客進行實地調查，將蒐集到的初級資料進行整理與分析。本研究之結果如下：1. 大陸來台旅客之旅遊體驗對旅遊滿意度與重遊意願有正向影響。2. 大陸來台旅客之旅遊滿意度對重遊意願有正向影響。本研究可增加政府觀光部門、旅遊業者及相關產業對大陸來台旅遊市場之了解，使其在未來規劃與安排行程上能更完善。



    Under the impact of the trend of globalization, the rise of emerging markets motivates touristic destination to think over how to improve their competitive advantages. In recent years, the Chinese outbound tourism market is growing. To Taiwan, how to analyze the characteristics of Chinese tourists' behavior and to provide quality services become the main topic. The main purpose of this study consists of analyzing the chinese tourists’ travel experience, level of satisfaction and revisit intention. The results of this study are : 1. Chinese tourists’ travel experience have a positive influence on the level of satisfaction and revist intention. 2. Chinese tourists' level of satisfaction have a positive influence on the revisit intention. This study will provide the national tourism department, tourism professionals and related industries a better comprehension of the Mainland Chinese tourism market in Taiwan, and also to improve their future travel strategies and plannings.
    Appears in Collections:[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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