| 摘要: | 本論文主要目的在於探討中國大陸人士來臺灣觀光旅遊的滿意度、政治因素、文化因素與經濟效益關聯性之研究。本研究受試對象為中國大陸人士來臺灣觀光旅遊之旅客，共發放320份問卷，回收有效問卷219份，有效量表回收率為68%。並以t考驗、單因子變異數分析、及結構方程模式等統計方法進行驗證分析，本研究結果如下所述：一、 中國大陸人士來臺灣觀光旅遊之滿意度在不同「性別」、「職業」、「婚姻」及「教育程度」上達顯著差異；且「政治因素」與「文化因素」有關聯性存在。二、 中國大陸人士來臺灣觀光旅遊之政治因素在不同「職業」、「婚姻」、「教育程度」、「每月家庭收入」上達顯著差異；且「滿意度」與「經濟效益」有關聯性存在。三、 中國大陸人士來臺觀光旅遊之文化因素在不同「性別」、「職業」、「婚姻」、「教育程度」、「每月家庭收入」上達顯著差異；且「文化因素」與「經濟效益」有關聯性存在。四、 中國大陸人士來臺觀光旅遊之經濟效益在不同「性別」、「職業」、「婚姻」、「教育程度」、「每月家庭收入」上達顯著差異。五、 中國大陸人士來臺灣觀光旅遊結構方程模式顯示：滿意度對於政治因素有直接正向的影響關係；政治因素對於文化因素有直接正向的影響關係；文化因素對於經濟效益有間接的正向影響關係。
This study tends to discuss the correlations amond Satisfaction of Chinese tourists in Taiwan, Political factors, Cultural factors, and Economic benefits. Total 320 questionniares are disctributed to Chinese tourists in Taiwan, and 219 valid copies are retrieved, with the retrieval rate 68%. T-test, One-way ANOVA, and Structural Equation Model are utilized for confirmtory analyses. The research findings are concluded as follows. First, satisfaction of Chinese tourists in Taiwan presents differently on gender, occupation, marital status, and educational background. Second, political factors in Chinese tourists in Taiwan appear distinctly on occupation, marital status, educational background, and monthly family income. Third, cultural factors in Chinese tourists in Taiwan reveal distinctly on gender, occupation, marital status, educational background, and monthly family income. Fifth, economic benefits of Chinese tourists in Taiwan display distinctly on gender, occupation, marital status, educational background, and monthly family income. Sixth, with Structural Equation Model, Satisfaction of Chinese tourists in Taiwan appears directly positive effects on Political factors and Cultural factors, Political factors presents directly positive effect on Cultural factors, and Cultural factors reveal directly positive effects on Political factors. |
