A Study of the Relationships Among Travel Pattern, Tourism Image Satisfactions and Revisiting Willingness of Japanese Tourists to Taiwan

• Main Authors: Jin-Yan Lin, 林金燕
• Other Authors: Sz-Reng Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/43429296198136194634

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 91 === According to an investigation report of the World Tourism Organization, Japanese in international tourism expenditure shared of 7.6 per cent of the global tourism in 1999 is the leader of the outbound market in Asia. Recently, the outbound destinations of Japanese traveler have shifted gradually to Asia. And the number of Japanese tourists to Taiwan is continuous increasing. At the time that Taiwan government launches the 「Tourism Multiplication Program」, it is necessary to clearly understand Japanese, tourists characteristics, Taiwan tourism image satisfactions and their effects on revisiting willingness to Taiwan. The major purposes of the study are: 1. to examine the relationships between the Japanese tourists’ attributes and their travel pattern characteristics; 2. to investigate the differences in the tourism image satisfactions and overall satisfaction during their stay in Taiwan between the Japanese tourists’ attributes; 3. to examine the differences in the tourism image satisfactions and overall satisfaction during their stay in Taiwan between the Japanese tourists’ individual travel pattern characteristics; 4. to examine the relationships among the Japanese tourists attributes, travel patterns, tourism image satisfaction and overall satisfaction during their stay in Taiwan; and 5. to establish a forecasting model of revisiting willingness of Japanese tourists to Taiwan. The major research findings are as followings. The great majority Japanese tourists have high tourism image satisfaction and revisiting willingness. But there were lower satisfactions on “Road signs and public facility indicators easily understandable to foreign visitors”, “Easily communicable in foreign languages”, and “Sound environmental sanitation”. There exist significant relationships between some characteristics of travel patterns and attributes of Japanese tourists. There exist significant differences in tourism image satisfactions between different attributes and travel patterns of Japanese tourists. The tourism image satisfactions were found significantly related to the overall satisfactions of Taiwan. Among 12 tourism image variables, “satisfaction with the travel agencies and tour guides on their service” effects the overall satisfaction during their stay in Taiwan the most. The result of discriminant analysis of revisiting willingness shows that those Japanese tourists with a higher education level, non middle-age, and higher overall satisfaction during their stay in Taiwan are most likely to revisit Taiwan. Also, the overall satisfaction during their stay in Taiwan is the most important discriminant variable.