觀光事業可以說是包含範疇最大的產業，它不僅包括各國之內的自然資源，更包括了國與國之間的社會經濟發展的互動。各國之間觀光活動的互動，最明顯的莫過於跨國的觀光活動,跨國的觀光活動不僅可以為各國帶來觀光客的人潮，更可以為一個國家帶來可觀的觀光收益，而觀光收益最明顯的表現便是觀光客在進行旅遊活動時所進行的消費行為。本研究主要目的有四：（一）探討不同消費族群來華旅客在旅遊前資訊來源收集的偏好以及旅客特質；（二）探討不同消費族群來華旅客對國內觀光資源的觀光吸引力強弱為何；（三）探討不同消費族群來華旅客的旅遊知覺；（四）探討不同消費族群來華旅客的旅客行為為何。研究結果發現，在旅遊資訊來源收集上，運用C&RT分類迴歸樹探知，低消費群主要參考來源為書籍、雜誌，中消費群主要參考來源為報紙，高消費群主要參考來源為旅行社；其次，在觀光吸引力上，低消費群認為風光景色最具觀光吸引力，中消費群認為物品價格最具觀光吸引力，高消費群認為歷史文物最具觀光吸引力；在以RIDIT法探討旅遊知覺差異之強弱，低消費群印象最好是人民友善，最差是交通狀況，中消費群印象最好是交通狀況，最差是歷史文物，高消費群印象最好是交通狀況與環境衛生，最差是人民友善；最後彙整為一來華觀光外籍旅客行為。 The tourism is the biggest industry that includes most categories in the world, it contains not only natural resources in every country but also embraces interaction of countries’ development of society and economy. The most obvious interflow of each country’s tourism is the transnational activity, it can bring not only stream of tourists but also a lot of profits, and the consumer’s behavior is the conspicuous benefit which appears in their trip! This research has four main purposes: 1. Discuss the property of assorted consuming tourists and the source of their information before they start their trip. 2. Discuss the domestic tourism attractive intensity of various consuming tourists. 3. Discuss the tourism perception of miscellaneous consuming tourists. 4. Discuss the behaviors of omnigenous consuming tourists. When we use C&RT and analyses the collections of travel’s information resource , the conclusions reveals that Low consumers consult for books 、 magazines, Middle consumers consult for news and High consumers consult for travel agency; then at attraction of tourism, Low consumers regard the beauteous scenery has the most attraction for them, Middle consumers deem the price of products is the best lure and High consumers treat the historical relics is the one. When we analyses the sundry intensity of Tour Perceived with RIDIT, the greatest impression of Low consumers is the people’s friendship, the worst is the traffic condition ; the greatest impression of Middle consumer is the traffic condition, the worst is the historical relics, the greatest perception of Middle consumers is the people’s friendship, the worst is the traffic condition ; the greatest sensation of High consumers is the traffic condition and environment sanitation, the worst is the people’s friendship; and we congregate all data to organize the consumers’ behaviors.
