日本來臺旅客觀光行為、旅遊滿意度與重遊意願之研究

Abstract

觀光產業是世界各國普遍重視的無煙囪工業，歷年來來臺旅客皆以日本旅客為第一名，交通部觀光局2007、2008年分別以F4、飛輪海擔任日韓地區觀光代言人，引起宣傳話題並帶來觀光效益。但綜觀目前國內針對日本來臺旅客觀光行為之相關學術研究並不多，就觀光代言人部分進行探討者更是付之闕如。 因此，本研究旨在瞭解日本來臺旅客的觀光行為、旅遊滿意度與重遊意願之關係，並探討觀光代言人在觀光吸引力方面對日本旅客所產生的影響情形。為達研究目的，於2009年2月10日至3月10日針對12歲以上日本來臺旅客進行問卷調查，回收有效問卷392份。本研究分別以t檢定、變異數分析、Pearson積差相關分析、迴歸分析等方法來進行實證並驗證本研究所提出之各項假設。 研究結果發現：日本來臺旅客以「女性」、「20-29歲」、「已婚」、「大學畢業」居多，職業以「事務職」較多，年收入以「未滿300萬日圓」為主。另「年齡」、「婚姻狀況」、「教育程度」、「職業」與「年收入」會影響旅客對於臺灣觀光吸引力滿意程度。「有無看過飛輪海代言臺灣觀光的廣告」、「三年內來臺次數」與「旅行型態」會影響其對臺灣觀光吸引力滿意程度。來臺前有28.8％看過觀光代言人代言臺灣觀光的廣告，有看過廣告的旅客中有30.5％是在「電視廣告、廣播」上看到，且對於臺灣觀光吸引力的同意程度高於來臺前沒看過廣告的旅客。有三成（29.8％）旅客是再次來臺灣。觀光吸引力與旅遊滿意度、旅遊滿意度與重遊意願間皆存在正相關，其中「遊憩環境」與旅遊滿意度相關性最高、影響效果較為顯著；「總滿意度」與重遊意願之相關性最高、影響效果較為顯著。Tourism is a non-chimney industry, which is valued highly by most of the countries in the world. The largest sources of foreign visitors of all time of Taiwan are Japanese travelers. Tourism Bureau invited F4 and Fahrenheit in 2007 and 2008 as tourism ambassadors of Taiwan to facilitate the buzz marketing so as to bring up the tourism effects. However, the bibliography relating to the research of tourist behavior is still in wanting in Taiwan, especially the subject of tourism ambassador. Therefore, the study aims at analyzing the tourism behavior, satisfaction and revisiting willingness of Japanese tourists to Taiwan as well as the impact of the tourism ambassadors to attracting Japanese tourists. To the end, the study makes use of the questionnaire method and targets the group of Japanese tourists age above 12 from February 10th to March 10th 2009. The returning questionnaires are 392. The study facilitates statistical method to testify the proposed hypothesis such as t-test, ANOVA, Pearson analysis and regression. The results finds that those visited Taiwan mainly came from the groups of “female”, “age from 20 to 29”, “married”, “college graduate”, “general administrative job” and “income under 3,000,000 yen”. In addition, age, marital status, education, vocation and income can affect the satisfaction of tourists visiting Taiwan. Besides, “whether or not see the advertisement of Ambassador Fahrenheit for Taiwan tourism before”, “the frequency of visiting Taiwan within 3 years” and “travel type” can also affect tourists’ satisfaction of visiting Taiwan. There are 28.8% tourists have seen the advertisement featuring by the tourism ambassadors before visiting Taiwan; among them, 30.5% saw the advertisement on TV or radio broadcasting. Those who have seen the advertisement before visiting Taiwan have higher scores in “recognition of Taiwan tourism attractiveness” than those who haven’t. 29.8% of the tourists are revisiting ones. There is a positive relationship between tourism attractiveness and tourists’ satisfaction as well as tourists’ satisfaction and revisiting willingness. Among those findings, the highest correlation is between tourism environment and tourists’ satisfaction and the effect is more significant than other factors. Moreover, total satisfaction and revisiting willingness has highest correlation and more significant effect.