| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 93 === The region of Kinmen has many historical sites, battlefield traces and natural ecology, which form the unique characteristics of travel in Kinmen. In order to expand the tourist market, how to draft a proper marketing strategy according to tourists’ consuming behavior has become an important issue for travel agents running and managing agencies in the Kinmen region. The travel agents must understand tourists’ characteristics and demands to effectively grasp the source of tourism. In addition, the tourist market to a great degree is directed by customers and market distinction has become a primary work for choosing objective markets.
The purpose of this study aims to probe the Kinmens’s tourist behavior. The survey was carried out by collecting consumer behavior variables including travel motives, information collection, case assessment, and behavior before and after purchasing. It works through factor and group analysis, as well as seeks suitable market distinction variables by lifestyle and population statistics variables. The research results are:
1. The primary visitors of Kinmen’s tourist market are composed of young people between 21 to 30 years old, many who have graduated from senior high schools or junior colleges. In addition, the tourists’ major professions belong to the service industry, in equal proportion of single men and women with annual incomes of between NT$ 30,000 to 40,000, most of whom live in the northern part of Taiwan.
2. Tourists’ motives can be concluded in the following five main points: to visit Kinmen’s scenic spots, to enjoy fresh air for health, to release work or life pressures, to travel with relatives or friends, and to probe battlefield scenery. However, except for probing battlefield scenery, the other motives are no different from visiting any other scenic spots. For the purpose of satisfying tourists’ demands to visit battlefields, this research suggests that travel agents in Kinmen should increase the quantity of battlefield scenery visits arrangement and enhance tour guides’ exposition capability.
Tourists’ consumer behavior is defined by rest motives, information sources, assessment criterion, activity character and attitude after purchasing. In addition, travel agents may make a market distinction based on consumers who visit Kinmen, as well as design an effective marketing strategy after distinguishing the said market.
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