A Study on Travel Consumption Preferences, Travel Satisfaction and Revisit Intention of Mainland Tourists Traveling to Taiwan

• Main Authors: Yi-Jen Chen, 陳奕任
• Other Authors: His-Chin Cheng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/34791346796783304076

碩士 === 國立澎湖科技大學 === 觀光休閒事業管理研究所 === 98 === The purpose of this study was to understand socio-demographics, travel consumption preferences, travel satisfaction and revisit intention of Mainland tourists, and analyzed how different socio-demographics influenced their travel consumption preferences, travel satisfaction and revisit intention. This study also discussed the relationship between travel satisfaction and revisit intention. Subjects were Mainland tourists who visit to Taiwan. The number of questionnaires distributed was 550, and 421 valid questionnaires returned. The returning rate is 77 %. The results showed: (1) Mainland tourists traveling to Taiwan with different socio-demographics had significant influence on their degrees of travel consumption preferences. (2) Mainland tourists traveling to Taiwan evaluate on travel satisfaction level was between ordinary and satisfactory. The revisit intention that they evaluated was between ordinary and willing. (3) Socio-demographics of Mainland tourists traveling to Taiwan, such as gender, occupation and residence had significant influence on a part of travel satisfaction. (4) Socio-demographics of Mainland tourists traveling to Taiwan, such as gender and residence had significant influence on revisit intention. (5) Mainland tourists traveling to Taiwan evaluated the satisfaction of the tourism resources, accommodation quality, catering services and shopping higher, the revisit intention were higher. The satisfaction of the tour reception and transportation had no influence on it. Finally, it is expected to provide the conclusions for government and related travel industry being reference, and the study would provide suggestions for further researcher.