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研究生： 莊紅玉
Trang, Hong Ngoc
論文名稱： 為越南旅客在台灣建立寄宿旅遊推廣策略
ESTABLISHING PROMOTION STRATEGY OF TAIWAN HOMESTAY TOURISM FOR VIETNAMESE
指導教授： 陳敦基
Chen, Dun Ji
學位類別： 碩士
Master
系所名稱： 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 80
中文關鍵詞： Homestay in Taiwan 、Vietnamese’s satisfaction 、Slow travel 、Homestay tourist
英文關鍵詞： Homestay in Taiwan, Vietnamese’s satisfaction, Slow travel, Homestay tourist
DOI URL： http://doi.org/10.6345/NTNU201900412
論文種類： 學術論文
相關次數： 點閱：128  下載：8 
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    Abstract
    Homestay is a form of vacation home for tourists staying at local houses during their holiday. Let’s tourist having chance with locals to explore the beauty of culture and having the opportunity to experience real life in destination country. It is also a form of economical tourism for travelers who love slow and green travel. This form of tourism has developed strongly in European countries and has just penetrated the Asian market in the last 10 years, but in Taiwan it has not yet been popularized.
    This thesis investigates the level of satisfaction in Taiwan holiday tours of Vietnamese tourists. The study investigated a number of variables, including demographics, preference traits, tourism trends as well as difficulties in reducing Vietnamese visitors' satisfaction. The findings provided Taiwanese travel agencies or companies with insights into the perceptions and satisfaction levels of Vietnam tourists. Besides, this study also examined the readiness to participate in the homestay project of Taiwanese, especially the families of Vietnamese brides.
    Since then forming a homestay model and new development projects (TaVi model) with the aim of creating a new wind for Taiwan tourism industry, and Taiwan will attract more foreign tourists, as well as having the opportunity to welcome the guests have visited Taiwan in many other times in the future. At the same time, through the project, I also hope to contribute to tighten the friendship between the two countries Taiwan - Vietnam. Creating opportunities for Vietnamese brides' children to contact and connect with their mother hometowns, from which they will become beautiful and proud cultural bridges for two countries.

    Table of Content List of Figure v List of table vi Chapter 1 Introduction 1 1.1 Research Background 1 1.2 Research Motivation and Purpose 2 1.3 Research Process 6 Chapter 2 Literature Review 9 2.1 The Image of Taiwan as a Travel Destination with Vietnamese 9 2.2 Travel trends of Vietnamese young adults 10 2.3 Overview homestay model’s situation in the world 13 2.4 The successful model of Airbnb and how it work 16 2.5 Comparison between of Airbnb and Homestay 18 2.6 Comparison between OTAs and TaVi model 19 Chapter 3 Research Methods 24 3.1 Questionnaire Design 24 3.2 Data collection 24 3.3 Survey Results 26 3.4 Variables 36 3.5 Summary 36 Chapter 4 Data Analysis and Interpretation 37 4.1 Data Analyze of the “Vietnam tourists’ behavior & satisfaction” Survey 37 4.2 Data Analyze of “Host family” survey 47 Chapter 5 Taiwan Homestay for Vietnamese (Tavi) Model Analysis 53 5.1 TaVi’s Operation 53 5.2. Advantages of TaVi Model 54 5.3 TaVi’s 4ps Promotion Strategy 55 Chapter 6 Research Findings & Limitations 58 6.1 Research Findings and Conclusion 58 6.2 Limitations and Suggestions 59 References 61 Appendix 63

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