臺灣對馬來西亞華人旅客觀光吸引力、旅遊滿意度與重遊意願之研究

Abstract

目的：本研究主要是為了瞭解馬來西亞來臺華人旅客特性、旅遊特性、臺灣對馬來西亞來臺華人旅客之觀光吸引力、旅遊滿意度及重遊意願，進而探討觀光吸引力與旅遊滿意度、旅遊滿意度與重遊意願、觀光吸引力與重遊意願，以及觀光吸引力與旅遊滿意度對重遊意願之影響情形。研究對象：本研究以來臺灣旅遊之馬來西亞華人旅客為研究對象，以年滿12歲以上之馬來西亞籍華人旅客為抽樣對象。研究工具：本研究採量化的研究方法，透過問卷調查進行研究，研究問卷共分為五個構面，即旅遊特性、旅客特性、觀光吸引力、旅遊滿意度與重遊意願。問卷於2013年4月14日至4月20日委由旅行社轉請導遊採便利抽樣法交與旅客自行填寫，有效回收418份。研究方法：問卷資料採項目分析、因素分析、描述性統計分析、單因子變異數分析、獨立樣本t檢定、皮爾森積差相關分析等統計方法進行分析。結果：研究發現旅客樣本女性多於男性，年齡介於 20~29 歲居多，婚姻狀況以「未婚」旅客居多，職業別以「學生」身分之旅客最多。馬來西亞華人旅客以第一次來臺居多，以團體觀光旅遊為主。馬來西亞華人旅客對於臺灣整體觀光吸引力以「遊憩環境」和「行程規劃」構面得分最高；旅遊滿意度以「觀光便利性」構面分數最高，「餐飲安排」構面分數最低；重遊意願量表平均分數為4.66分。觀光吸引力與旅遊滿意度、旅遊滿意度與重遊意願、觀光吸引力與重遊意願、觀光吸引力與旅遊滿意度對重遊意願皆存在正相關，並達顯著差異。Objective: The study aims at understanding the traveler characteristics and travel characteristics, and the tourism attractiveness, satisfaction and revisiting willingness of Malaysian Chinese tourists to Taiwan. Furthermore, investigating the impact of the tourism attractiveness and satisfaction, satisfaction and revisiting willingness, tourism attractiveness and revisiting willingness, tourism attractiveness and satisfaction on revisiting willingness. Subjects: The group of Malaysian Chinese tourists age above 12 as the subjects of this study. Tools: The study makes use of the questionnaire method, five parts were divided into questionnaire, travel characteristics, traveler characteristics, tourism attractiveness, satisfaction and revisiting willingness. The date of questionnaire conducting was from 14 April to 20 April 2013, through travel agencies handed the tourists to fill out the questionnaire, the returning questionnaires were 418. Methods: The questionnaire data were analyzed by item analysis, factor analysis, descriptive statistical analysis, ANOVA, t-test, Pearson’s correlation coefficients and other statistical methods for analysis. Results: The results finds that the sample of those visited Taiwan was female than male, the age of most travelers were from 20 to 29, the majority of "unmarried" marital status, then main occupation among the travelers was "students". Most Malaysian Chinese tourists were the first time to Taiwan, mainly to group travel. The highest score of the dimension of tourism attractiveness were 「tourism environment」 and 「trip planning」; the highest score of the dimension of satisfaction was 「tourism convenience」 and the lowest score of the dimension was「catering arragement」; the average of the total scale of revisiting willingness of Malaysian Chinese tourists to Taiwan was 4.07 point. The relationship between the tourism attractiveness and satisfaction, satisfaction and revisiting willingness, tourism attractiveness and revisiting willingness, tourism attractiveness and satisfaction on revisiting willingness were positive correlation as well as the effect were significant.