中國大陸來台遊客旅遊動機之研究

A Study of the Travel Motivation of Mainland China Tourists

10.30133/BLIR.200809.0008

許銘珊(Ming-Shan Hsu)；李一民(Yi-Min Li)

中國大陸遊客 ； 旅遊動機 ； Mainland China Tourist ； Travel Motivation

生物與休閒事業研究

6卷2期（2008 / 09 / 01）

131 - 142

繁體中文

本研究之目的為探討中國大陸遊客之旅遊動機，以中國大陸來台遊客為研究對象，台灣桃園國際機場及高雄國際機場為問卷發放地點，採用問卷調查法，以方便取樣之方式，於2007年3月26日至5月15日間實施問卷發放，共發出600份，回收462份，扣除無效問卷37份，得到有效問卷425份，有效回收率為70.83%。使用描述性統計、項目分析、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析等統計分析方法進行研究分析。研究結果顯示：（一）中國大陸來台遊客在性別部分主要是以男性為多；在年齡部分是以41-50歲為主，以20歲以下者最少；在婚姻狀況部分是以已婚者為主；教育程度部分是以大學學歷為主。（二）旅遊動機經因素分析後萃取出五個因素，分別命名為放鬆／逃離、尋求知識、政治體驗、追求聲望及旅遊品質體驗／風景。（三）不同年齡及婚姻狀況之中國大陸遊客在旅遊動機中達顯著性差異。（四）不同性別及教育程度之中國大陸遊客在旅遊動機中未達顯著性差異。

The purpose of this study was to examine the travel motivation of Mainland China tourists. Questionnaires were administered of Taoyuan international airport and Kaohsiung international airport during March 26 to May 15, 2007. Total 600 questionnaires were distributed and 425 effective responses were acquired, which generated 70.833% effective responsive rate. This study employed descriptive statistics, item analysis, factor analysis, reliability analysis, independent sample t-test and One-way ANOVA. The findings of this study were as follows: the majority group of respondents was male, married, college-educated, and age of 41 to 50. Five domains of travel motivation from factor analysis were relax/escape, knowledge-seeking, political experience, prestige, and travel quality experience/scenery. Significant difference was found on age and marital status forward respondents' travel motivation. No Significant difference was found on gender and education lever forward respondents' travel motivation.