近年來，隨著大陸經濟的成長和政策開放，大陸人民對於旅遊的需求逐漸提升，其旅遊消費能力更備受矚目。兩岸之交流日益頻繁，而大陸遊客來台旅遊亦帶來可觀的收益，未來之方向將以如何吸引大陸遊客選擇台灣作為旅遊目的地為重要目標。本研究欲透過遊客對於目的地選擇所考量因素之一的旅遊風險知覺和計畫行為理論來探究大陸遊客來台之意圖。本研究之主要目的為瞭解大陸遊客的旅遊風險知覺、態度、主觀規範和知覺行為控制對行為意圖的影響。
本研究採量化研究，以便利抽樣法，針對382位大陸來台從事觀光之遊客進行分析。應用統計分析軟體，分別採用獨立樣本T檢定、單因子變異數分析和迴歸分析等來進行研究資料分析。
透過研究結果顯示大陸遊客之態度、主觀規範和知覺行為控制對於行為意圖具有正向顯著影響，但旅遊風險知覺對於行為意圖之影響並不顯著。本研究結果能做為政府相關單位和旅遊業界在未來對於改善陸客來台旅遊的行銷策略之規劃參考，並有助於推廣台灣旅遊產品，使兩岸旅遊業能有更長遠的發展和利益。
In recent years, while the mainland Chinese economy grows rapidly and the open-up of tourism policy, the demand of inbound for Chinese visitors is increasing gradually, their powerful consumption ability is also well-known. With more and more cross-strait interactions, Chinese tourists come to Taiwan and bring considerable benefits, the major goal of future direction will be how to motivate Chinese tourists to choose Taiwan as a travel destination. This research attempts to comprehend the intention of Chinese tourists to Taiwan through the travel risk perception and the theory of planned behavior. The purpose of this study is to examine four main factors in relation to the behavioral intention, those factors are Chinese tourist`s travel risk perception, attitude, subjective norm and perceived behavioral control. This study adopts quantitative research and convenience sampling method based on the analysis of 382 valid questionnaires. The collected data is analyzed by independent sample t test, one-way ANOVA and regression analysis.
The result indicates the Chinese tourist attitude, subjective norm and perceived behavioral control has a significant impact on behavioral intention, but the travel risk perception has not a significant impact on behavioral intention. The results of this study can be haelpful the government and the tourism industry to improve the planning and marketing strategy for inbound Chinese tourists, and also promote the Taiwanese tourism products in the future. The travel industries of cross-strait can benefit from the long-term development..
