Consumer behaviors of Mainland tourists to visit Kinmen and its policy implications

• Main Authors: Fan, Kuang-Chiang, 樊光強
• Other Authors: Kao, Huei
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/62105334796749579332

碩士 === 國立金門大學 === 國際暨大陸事務學系碩士班 === 100 === The purpose of this study was to understand the current status of mainland tourists to Kinmen, and to explore the tourists background variables, tourism consumer behavior, travel motivations, travel satisfaction, revisiting willingness and the relationship of cross-strait exchange policy, in hope of actively improving the Kinmen tourism resources to meet travelers needs, as well as creating high-quality tourist destination. This study is aimed at mainland tourists who travel to Kinmen as a group. A total of 377 valid questionnaires by convenient sampling survey was conducted from April 20 to April 30, 2012, asking questions such as tourism consumer behavior, travel motivations, travel satisfaction, revisiting willingness and cross-strait exchange policy. The data was first proceeded by Reliability Analsis in order to obtain good reliability, then identified the relationship of various dimensions and demographic variables through T test, one-way ANOVA analysis. The results show that mainland tourists to Kinmen are more women than men, mainly mid-age and old-age ranging from 45 to 54 and 55 to 64 years old, mostly with education background of high school / secondary school, personal monthly income from 2001 to 4000 RMB and 4001 to 6000 RMB, and coming from the southern region (Yunnan, Guizhou, Fujian, Hainan, Guangdong, Guangxi Zhuang Autonomous Region) and the central region (Shanghai, Jiangsu, Zhejiang, Anhui, Hubei, Hunan, Jiangxi , Chongqing, Sichuan). Besides, most of the tourists are first time visitors to Kinmen. Their maximum stay in Kinmen are 2 days, with 3 meals maximum. Most of them spend 6001 to 9000 RMB in Kinmen, with favorable seasons to travel in spring (March, April, and May), scheduled to participate in activities as siteseeings, obtained travel information from travel agency, and traveled with family members. The results show that tourist satisfaction and revisiting willingness are generally lower than the average of 3.5, meaning the satisfaction and revisiting willingness of mainland tourists are between “satisfied” and “ordinary.” The Kinmen County Government and the relevant industry should review to improve the overall tourism status based on dimension priority of tourist satisfaction and revisiting willingness. The relevant agencies across-straits should act in accordance with the priority of cross-strait exchanges, as a planning priority of strengthening cross-strait exchanges in order to enhance the level of satisfaction and to achieve a multiplier effect.