A Study on the Relationship among Motivation Satisfaction and expenses of Tourists from China to Taiwan

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Title:	A Study on the Relationship among Motivation Satisfaction and expenses of Tourists from China to Taiwan
Authors:	Huang, Ci-Wun
Contributors:	亞洲大學休閒與遊憩管理學系碩士班 LIN, Ming-Chang
Keywords:	travel motivations;satisfaction;travel expenses
Date:	2012
Issue Date:	2012-11-18 08:17:14 (UTC+0)
Publisher:	Asia University
Abstract:	AbstractIn recent years, mainland Chinese tourists have become popular in Taiwan. A major reason behind this phenomenon is their great purchasing power. As the number of mainland Chinese tourists visiting Taiwan increases every year, selling to the Chinese tourists has become the most attractive business opportunity. The consumption of mainland Chinese tourists in Taiwan comprises two major parts: on the one hand, stimulating their spending while they stay in Taiwan; on the other, strengthening their desire to visit Taiwan again after they return to mainland China. In this study, a questionnaire survey was conducted on mainland Chinese tourists who traveled to Taiwan in to understand the relationship between the travel motivations and satisfaction of Chinese tourists who travel to Taiwan and their travel expenses. Furthermore, this study also investigated the differences in travel motivations and satisfaction of Chinese tourists with different characteristics. By adopting a questionnaire survey approach, this research was conducted in Taoyuan International Airport and Sun Moon Lake between March 1st and 31st in 2012. While 520 questionnaires were sent out, 476 valid questionnaires were returned. The questionnaire response rate was 91.53%. Research results showed:1. In the analysis of the means of travel motivations, the three items of the highest mean scores were: i. tasting local cuisines; ii. feeling curious about an unexplored place; iii. yearning to visit some cultural and historical scenic spots; the three items of the lowest mean scores were: i. hearing recommendations from family and friends; ii. being motivated by some sudden thoughts; iii. wanting to escape from current life for a while. 2. Regarding the analysis of the means of travel satisfactions, the three items of the highest mean scores were: i. feeling satisfied with the attitude of local tour guides; ii. feeling satisfied with the overall service of local tour guides; iii. feeling satisfied with the quantity of food; the three items of the lowest mean scores were: i. feeling satisfied with the service enthusiasm of the tour leader; ii. feeling satisfied with the overall quality of the hotel; iii. feeling satisfied with the attitude of the tour leader. 3. Results of the correlation analysis showed that there was a signification association between the travel motivation of visiting Taiwan and the travel satisfaction. Tourists with high motivations of satisfying curiosity, relaxing the body and mind, touring and sightseeing, socializing, and having family outings were more likely to have high satisfaction with the traveling plan, accommodations, food, the service of the tour leader, the service of tour guides, and the shopping environment. Keyword: travel motivations, satisfaction, travel expenses
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

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