A study on Japanese people regarding to their language ability of Chinese, past overseas travel experiences, perceived travel risks, and travel intentions

• Main Authors: TAKADA, MASAKO, 高田雅子
• Other Authors: LIN, FANG-YI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/e5gt6t

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 105 === Japan is ranked as the top two countries/areas for Taiwan inbound market. There have been several related studies addressed Japanese travelers who visit Taiwan; however, seldom studies have been considered the opinions of Japanese people who never come to Taiwan. These people could be the potential travelers for Taiwan inbound market; therefore, it is essential to include their opinions in the research. This paper includes variables on demographics, language ability, past overseas travel experiences, perceived travel risks, and travel intentions, in order to discuss the opinions of Japanese who visit Taiwan. The questionnaire was employed, and the samples were selected based on the following considerations: (1) Japanese national residences, (2) with age between 20 and 79, (3) without Taiwan travel experiences. A total of 316 valid surveys were returned. Three main findings were found in this study, and present as follows. (1) “Language, communication, and culture” is most essential factor in perceived risk for the Japanese. (2) Perceived travel risks are significantly different according to different demographics, language ability of Chinese, and past overseas travel experiences. (3) The variables on language ability of Chinese, pass overseas travel experiences, and perceived travel risks partially affected the factor of “the likelihood of visiting” in travel intention. According to the study findings, the tourism related planners and practitioners can design appropriate programs and create appropriate marketing communication messages. In addition, this study offers suggestions for future research regarding Japanese travelers in Taiwan inbound market.