兩岸教育交流逐漸開放，如何在選擇多元但招生名額有限的遊學市場，吸引陸生的目光，增強陸生來台遊學意願，是各個遊學機構共同面臨的問題。
本研究為『探討陸生對於在台遊學機構關係品質認知與關係忠誠度』，研究目的為探討陸生以承諾、誠信與滿意度為觀點，探討優惠對於陸生對遊學機構關係忠誠度之行為忠誠度及態度忠誠度的影響。本研究透過網路問卷、郵寄與催收方式，以目前在台遊學之陸生為填答問卷受訪者，經由嚴謹方式篩選有效問卷，再進行統計分析，總計發放500份問卷，回收459份(回收率91.8%)。
根據統計研究結果顯示，其他辦理陸生來台之遊學機構以優惠，對於陸生關係忠誠度的影響為顯著正相關，然而以極端的干擾變數為主要比較樣本，其關係品質認知對於關係忠誠度的影響程度不同。希望藉由本研究結果，提供台灣辦理陸生來台之遊學機構實務經營參考。
Gradual opening of cross-strait educational exchanges, how to select multiple, but limited enrollment study tour market, attracting the attention of terrestrial enhance mainland students to Taiwan Study Tour preference is to study the various travel agencies with common problems.
This study is "investigate terrestrial For Taiwan Study Tour agency relationship quality perception and relationship loyalty," the study was to investigate terrestrial to commitment, integrity and satisfaction perspective to explore deals for terrestrial on study tour agency relationship loyalty behavioral loyalty and attitudinal loyalty effect. In this study, through online questionnaire, mailing and collection methods, with the present study tour in the terrestrial station is completed the questionnaire respondents, through rigorous screening questionnaires way, further statistical analysis, a total of 500 questionnaires distributed, 459 were recovered (recovery rate of 91.8%).
According to statistical studies showed that other handle mainland students to Taiwan's study tour agencies to concessions for terrestrial relations loyalty affect a significant positive correlation, however, an extreme disturbance variables for the main comparison sample, the relationship quality perception relational loyalty effect different degrees. I hope through this study to provide to Taiwan for mainland students to Taiwan Study Tour of Practice for the operation of reference.
