| 摘要: | 本論文主要目的在於探討中國大陸旅客來臺灣觀光的旅遊參與動機、觀光吸引力、服務品質、滿意度與重遊意願之關係。本研究受試對象為中國大陸旅客來臺灣觀光的旅客，共發放500份問卷，回收有效問卷356份，有效量表回收率為71%。並以t考驗、單因子變異數分析、重要表現程度分析法(IPA)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、 中國大陸旅客來臺灣觀光旅客之旅遊參與動機在不同「職業」、「教育程度」、「每月家庭收入」及「不同居住地」有差異存在。二、 中國大陸旅客來臺灣觀光旅客之觀光吸引力在不同「性別」、「職業」、「每月家庭收入」及「不同居住地」有差異存在。三、 中國大陸旅客來臺灣觀光旅客之服務品質在不同「性別」、「職業」、「每月家庭收入」及「不同居住地」有差異存在。四、 中國大陸旅客來臺灣觀光旅客之滿意度在不同「職業」、「教育程度」、「每月家庭收入」及「不同居住地」有差異存在。而中國來臺灣觀光旅客之IPA分析顯示，「9,12,14,15,16,17,18等題」為機會區，「10題」為優勢區，「2,6,7,8,11,13題」為弱勢區及「1,3,4,5」則為其弱點。五、 中國大陸旅客來臺灣觀光旅客之重遊意願在不同「婚姻」有差異存在。六、 中國大陸旅客來臺灣觀光旅客的重遊意願結構方程模式顯示：參與動機會直接的影響觀光吸引力；參與動機對於服務品質有影響關係；服務品質對於滿意度有影響關係；觀光吸引力對於重遊意願有直接的影響關係；服務品質對於重遊意願有影響關係。
This study aims to discuss the relations among Motives for participation, Tourism attraction, Service quality, Satisfaction, and Intention to revisit of Chinese tourists in Taiwan. Total 500 questionnaires are distributed, and 356 valid copies are retrieved, with the retrieval rate 71%. The confirmtory analyses are preceded with t-test, One-way ANOVA, Importance Performance Analysis (IPA), and Structural Equation Model for the following results. First, motives for participation of Chinese tourists in Taiwan appear differently on occupation, educational background, monthly income, and location of residence. Second, tourism attraction of Chinese tourists in Taiwan presents distinctly on gender, occupation, monthly income, and location of residence. Third, service quality of Chinese tourists in Taiwan reveals differently on gender, occupation, monthly income, and location of residence. Fourth, satisfaction of Chinese tourists in Taiwan displays distinctly on occupation, educational background, monthly income, and location of residence. Besides, IPA of Chinese tourists in Taiwan shows that the questions 9, 12, 14, 15, 16, 17, and 18 are regarded as advantages, questions 2, 6, 7, 8, 11, and 13 as disadvantages, and question 1, 3, 4, and 5 as weaknesses. Fifth, Intention to revisit of Chinese tourists in Taiwan appears differently on marital status. Seventh, with Structural Equation Model, Intention to revisit of Chinese tourists in Taiwan shows the direct effects of Motives for participation on Tourism attraction, the effects of Motives for participation on Service quality, the effect of Service quality on Satisfaction, the direct effect of Tourism attraction on Intention to revisit, and the effect of Service quality on Intention to revisit.Keywords: Motives for participation, Tourism attraction, Service quality, Satisfaction, Intention to revisit |
