| Summary: | 碩士 === 國立臺北大學 === 統計學系 === 100 === The tourism industry has been paid much attention worldwide due to the convenience of information and transportation. According to the report of the World Tourism Organization of United Nations, October 2011, international tourism increased 29 million, up 4.5%, from January to August compared with the same period 2010. Based on the data announced by the Tourism Bureau of Taiwan, the traveler visiting Taiwan was 6.09 millions in 2011, a growth of 9.3% compared with the number in 2010. The growth rate is twice higher than 4.5%, the global growth rate estimated by the World Tourism Organization.
In order to face the flourish of tourism industry, promotions and marketing strategies should be made to attract international tourists to Taiwan. This study analyzes the survey data of “Survey of consumption and tendency of tourists visiting Taiwan” collected by the Tourism Bureau of Taiwan in 2010. And hope the result of this study could help the related department of government in international tourism advertising, marketing strategies and to enhance domestic tourism service quality, international travel, and tourism competitiveness.
Since there are 97% tourists from Asia among the tourists visiting Taiwan, this study focuses on analyzing the characters of Asia traveler. The motivation and purpose of Taiwan sightseeing are discussed first. Then questionnaire items related to traveler satisfaction are analyzed by factor analysis method. Finally, conclusions are summarized as follows via STP process.
(1) Asia tourist can be divided into "China, Hong Kong and Macao" and "Japan, South Korea" two categories for making marketing strategy.
(2) The key factor in attracting China, Hong Kong, Macao, and South Korean tourists to visit Taiwan is scenery, for Japanese tourists is delicacy.
(3) Tourists from China, Hong Kong, and Macao rate higher scores in food safety, environment safety, and internationalization. Those from Japan and South Korea rate higher scores in environment safety, internationalization, and convenience.
Keywords：Analysis of Variance, Factor Analysis, Tourism, Market Segmentation, Strategy of Marketing
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