根據國內外學者過去研究，中國大陸與台灣在政治、經濟、社會發展上都有著不同的步調，旅遊業的發展亦處於不同的旅遊發展階段。雖然兩岸旅客為同文、同種、同語言，但是兩岸旅客在旅遊的心理及行為上有何差異？檢視國內外之學者研究，極少針對兩岸旅客在旅遊動機或旅遊行為相關議題之比較研究，以現有之文獻尚無法解答此問題。若能得知兩岸民眾在旅遊動機之及旅遊行為之不同，將有助於瞭解旅客內心的認知與需求，提早因應規劃兩岸全面開放旅遊後的相關旅遊服務或產品，故本研究問題有深入探討研究之必要。
因此本研究將以「旅遊動機」、「旅遊行為」、「人口統計變數」作為研究變數，來達到本研究之目的：1、探討兩岸旅客旅遊動機之差異；2、探討兩岸旅客旅遊行為之差異
；3、比較兩岸旅客人口統計變數在旅遊動機與旅遊行為之差異。
本研究以有香港旅遊經驗之台灣旅客與上海旅客為主要研究對象。總回收有效樣本為746份。其中台灣旅客為453份，上海旅客為293份。
透過分析驗證，發現研究結果與研究假設相印證，結果顯示兩岸旅客之不同旅遊動機在其旅遊行為上具顯著差異，且兩岸旅客之人口統計變數變項在其旅遊動機與旅遊行為上亦有差異。
According to passed researches, it is obviously to see the respective differences between Taiwan and China in Economy, politics and society as well as the development on tourism on both sides of strait. Even though we have the same culture, speak the same language. But what’s the different in travel activities and behaviors for these two countries? Base on domestic research, nether articles nor journal issues to discuss about this topic. This present research provides better quality of travel programs and tourism service for these two counties under the assumption on open market between two sides of strait in the near future.
There are three hypotheses which will be tested in this paper. They are “Travel motivations”,“Travel behaviors” and
“Demographics”.
The differences of travel motivations between Taiwan and China tourists.
The differences of travel behaviors between Taiwan and China tourists.
The differences of Demographics between travel motivations and behaviors.
The totals of 746 research samples were collected in Taiwan and Shanghai tourists who had been experience traveling to Hong Kong. 453 copies are from Taiwan tourists, 293 copies are from Shanghai tourists.
The analytical result supported the hypothesis. It indicated the differences in travel motivations and behaviors. And also showing the demographics is affected travel motivations and behaviors.
