| Summary: | 碩士 === 國立臺北大學 === 統計學系 === 93 === The United Nations had announced 2002 as the “International Year of Ecotourism.” Taiwan’s government also enlisted “Doubling Tourist Arrivals Plan” as a major plan of the “Challenge 2008 National Development Plan (2002-2007).” To enforce the plan, the goal is set to reach 5 million inbound visitors by 2008. In view of understanding the consuming characteristics, the major purposes of this thesis are to investigate the consuming behaviors of inbound visitors, to analyze latent factors which will influent consuming behaviors, and to reveal the contribution of each latent factor related to tourism income.
The source data of this research is from a survey, 2003 Visitors Expenditure and Trends in Taiwan, which held by Tourism Bureau, MOTC. Based on domain knowledge, first, the tourists’ impressions and feelings after arrival are set as factors related to consuming. Then, a confirmatory factor analysis is adopted to verify that consuming trend, tourists’ impressions, sightseeing convenience, internationalization of environment, and friendly environment are the latent constructs. . Consistency of the questionnaire is also confirmed by the Pearson test for contingency table and the Cronbach α coefficients analysis. Finally, a LISREL model is constructed to depict the structure.
Main discoveries of this research are:
(1) International visitors are well-impressed by hospitality and delicacies after experienced. Safety of public facilities and surrounding sanitation, however, need to be improved.
(2) Interests on scenery spots and historic relics will fade away due to re-visit.
(3) Visitors will seek more economic ways to explore Taiwan when they re-visit.
(4) International visitors tend to consume more in safety and friendly atmosphere.
(5) The more internationalization the visitors feel, the less they spend.
(6) Bilingual environment in Taiwan is not well established to international standard.
(7) International visitors think that security is more important than bilingual communication.
Keywords: LISREL, Foreign tourists, Factor analysis, Reliability, Impressions, Consumption Behaviors.
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