| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 97 === This study was trying to investigate the visitor from Mainland China of their original motivation and received consumer satifaction lever and customer’s behavior relationship. This study base on the SERVQUAL check table which developed by Parasuraman and Zeithaml and Berry’s model. Through 464 effective questionnaire survey found reliability and assurance have meet consumer satifaction however they still need to improve. In addition, this study found the customer profile have slightly change since the direct flight sevice inaugurated on Jul 2008. In the mean time, this study also proceeds with a depth interview of 5 travel industry operaters. According the depth interview show that the original motivation are curiosity, same language and same culture, the tangibles of consumer satisfaction still need to improve and this satisfaction will influence the intention behavior and the Taiwan tour fee was difficult to collect. We can foresee this market will continue grow and bring more economic benefits into Taiwan. Policy implication and suggestion for Travel industry are also provided.
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