| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 102 === ABSTRACT
Along the past five years, tourists from Southeastern Asia to Taiwan were growing. In 2012, the number of visitors from Southeastern Asia had been ranged as the third place amongst arrivals to Taiwan. Amongst Southeastern Asia countries, Malaysia was accounted for a very important position from the number of tourists. Even though Taiwanese authority actively promotes tourism to Malaysia market, they still lack of understanding about consumer behavior of Malaysia tourists. Therefore, the purpose of this research is to explore different characteristics of Malaysia tourists, their travel motivation, satisfaction and revisiting willingness.
This study used questionnaires to do the survey and conducted from 17th June 2013 to 17th Aug 2013, targeting on Malaysian who visited Taiwan before and total collection was amounted to 475 questionnaires. This study carries out empirical research using various analysis tools such as descriptive analysis, item analysis, factor analysis, reliability analysis, T-test analysis and one-way ANOVA analysis. Finally, the regression analysis was applied to validate the research hypothesis.
The main finding in this study indicated that travel motivation have a positive and significant impact on satisfaction as well as revisiting willingness by tourists. However, satisfaction does not affect revisiting willingness significantly. Travel motivation for satisfaction and revisiting willingness can be explained by saying that tourist’s intrinsic motivation is one of core factors that affect their journey to Taiwan. If related merchant is able to fulfill the needs of intrinsic motivation, we believe that it will be helpful to build tourist’s satisfaction and encourage the revisiting of tourists towards the dedicated destination. The conclusion indicated that satisfaction does not affect revisiting willingness significantly. This result does not correspond to former study. In this study, we speculate even foreign tourists are satisfied with their journey they do not really want to revisit that place. They still have some factors that must be considered, such as economic considerations, travel companion, local festival or own factors. These reasons are likely to lead tourists not to revisit.
Keywords: Malaysian Tourists, Travel Motivation, Satisfaction, Revisiting Intention
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