| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所在職專班 === 102 === In July 2008 Mainland tourist groups were officially granted permission to travel in Taiwan. The increasingly frequent cross-strait exchanges and transformation in cross-strait relations have brought more tourism-related industry development opportunities. Mainland tourist groups have steadily grown to become Taiwan’s largest source of tourists. In June 2011 the government officially opened up individual visits to Mainland tourists. An empirical study on Mainland tourists as individual visitors in Taiwan was conducted to explore the attractiveness of Kaohsiung’s overall travel environment and tourists’ travel satisfaction, which shall serve as a reference for operators in the future development of Kaohsiung tourism marketing strategies. Findings show that: (1) The main factors contributing to Mainland tourists’ satisfaction while on individual visits in Kaohsiung are summarized into six factors: “price”, “humanities and culture”, “travel information”, “transportation”, “food”, and “accommodation”, all of which produced a significant impact. Ranked in order, they are: “price”, followed by “humanities and culture”, “travel information”, and “accommodation” which had the least impact; (2) The analysis of Mainland tourists’ different travel motives as individual visitors in Kaohsiung; (3) As for Mainland tourists on individual visits who background”, “age”, “marital status”, “occupation”, “monthly income”, and “travel companion” showed significant differences in terms of travel satisfaction.
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