A Study of the Relationships among Travel Risk Perception, Satisfaction and Revisit Intention－Residents in Kinmen and Matsu Traveling to Mainland China by Mini Three Links

• Main Authors: Shou-Hui Tsao, 曹守輝
• Other Authors: Hung-Sheng Lai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/68912807543851879693

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 99 === Direct contacts between people in Taiwan and the mainland had not been allowed until the implement of Mini Three Links policy in 2001. To travel to the mainland through mini three links is not only economical but also convenient for the residents in Kinmen and Matsu. Therefore, tourist numbers grow rapidly every year. However, risks can not be completely avoided as long as travel activities exist. Tourism agencies must make efforts to reduce tourists’ risk perception and raise their satisfaction. Because of few researches on the relationships among travel risk perception, satisfaction and revisit intention, it caused my motive for the study. It is expected that the results of the study can offer suggestions for the tourism agencies and the related authorities on both sides of Taiwan Strait. As for the questionnaires, 540 ones were released, focusing on those residents in Kinmen and Matsu who had traveled to the mainland through mini three links. 476 valid ones were reclaimed and analyzed with statistics software. The major findings are showed in the following. First, the majority of the respondents are married females, public servants, independent travelers, aged from 40 to 49, graduated from colleges, paid monthly family income between NT20,000 to NT40,000, living in Kinmen. Besides, they have traveled once to three times with family or relatives. Second, travel risk perception is positively related to travel satisfaction. Third, travel satisfaction is also positively related to revisit intention. Fourth, tourists’ age, education, occupation, area of residence, and traveling way are significantly different in some factors of their travel risk perceptions. Furthermore, tourists’ age, martial status, occupation, monthly family income, area of residence, traveling frequency, companion, and traveling way are significantly different in some factors of their travel satisfactions. Finally, tourists’ martial status, education, traveling frequency, and companion are significantly different in some factors of their revisit intentions.