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研究生： 李如淑
Lee, Ju-Shu
論文名稱： 人格特質、旅遊動機與旅遊滿意度之相關研究─以大陸及日本來台旅客為例─
Personalities, Traveling Motives, and Satisfaction - A case of Mainland Chinese and Japanese Tourists to Tainwan -
指導教授： 孫瑜華
Sun, Yu-Hua
學位類別： 碩士
Master
系所名稱： 人類發展與家庭學系
Department of Human Development and Family Studies
論文出版年： 2005
畢業學年度： 93
語文別： 中文
論文頁數： 205
中文關鍵詞： 大陸旅客 、日本旅客 、人格特質 、旅遊動機 、推力及拉力因素 、旅遊滿意度 、重遊意願
英文關鍵詞： Mainland Chinese tourists, Japanese tourists, personality, travel motivations, push and pull factors, travel satisfaction, revisiting willingness
論文種類： 學術論文
相關次數： 點閱：650  下載：170 
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    • 為了面對國際的觀光趨勢與促進台灣觀光業的發展，交通部觀光局於2002年擬定「觀光客倍增計畫」，除了深耕日本、香港、東南亞及美國等既有主要目標市場，也積極推動大陸人士來台觀光，顯示政府對大陸市場亦相當重視。本研究就大陸與日本來台旅客為主軸，探討不同人格特質與旅遊動機之來台旅客旅遊滿意度與重遊意願之間的相關性。本研究為「便利性抽樣」，共發放600份問卷，回收有效問卷為477份，並以敘述性統計（Descriptive Statistics）、因素分析（Factor Analysis）、信度分析(Reliability Analysis)、多變量變異數分析（MANOVA）、多元迴歸分析(Multiple Regression)、皮爾遜積差相關(Pearson Product-moment Correlation)進行統計分析。
    本研究結果顯示，在旅遊動機方面，大陸及日本旅客來台旅遊的主要推力動機因素為「體驗不同的生活型態」；而「參觀文化及歷史勝地」則是他們來台旅遊的主要拉力動機因素，且研究結果亦發現不同國籍、性別、年齡及職業之大陸及日本來台旅客之旅遊動機具有顯著差異。在旅遊滿意度方面，大陸及日本旅客在「導遊服務態度」、「導遊所具備的專業知識及技能」、「導遊導覽解說水準」等三項都呈現較高的滿意度，有70%以上的旅客皆表示滿意或非常滿意，且研究結果亦發現不同國籍、年齡及職業之大陸及日本來台旅客之旅遊滿意度亦具有顯著差異。
    此外，研究結果也發現來台花費與旅遊經驗兩變項與「語言溝通」、「住宿服務」、「交通運輸」、「海邊沙灘」、「導遊」、「清潔及衛生」、「價格」等旅遊滿意度之間具有顯著相關。且大陸及日本來台旅客之人格特質各因素與「增進人際關係」、「追求聲望」、「尋求知識」、「放鬆/刺激」、「運動/冒險」等旅遊推力動機之間皆具有顯著相關；大陸及日本來台旅客之人格特質各因素與「娛樂/消費」、「旅遊品質」、「風景/天然資源」、「高科技形象」等旅遊拉力動機之間亦具有顯著相關。另外，研究結果亦發現，大陸及日本來台旅客之人格特質各因素與「語言溝通」、「住宿服務」、「交通運輸」、「旅行社」、「海邊沙灘」、「導遊」、「清潔及衛生」、「人員態度」、「餐廳及購物場所」、「娛樂及設施」、「價格」等旅遊滿意度之間皆具有顯著相關。且大陸及日本來台旅客之旅遊動機與旅遊滿意度，旅遊滿意度與重遊意願之間亦具有顯著相關。
    本研究結果期望能提供政府相關單位及觀光旅遊相關業者在規劃大陸及日本旅客來台觀光推廣策略上之參考，同時也讓大眾更暸解大陸及日本旅客來台之旅遊相關行為。

    In order to follow the trend of international tourism and to promote the development of Taiwan’s tourism, the Tourism Bureau of the Ministry of Transportation and Communications drew up the plan to “double tourists” in 2002. In addition to further develop the existing major markets, such as Japan, Hong Kong, Southeastern Asia, and America, the government has been actively encouraging people from Mainland China to pay a visit to Taiwan, showing that it also values the Mainland China market. This research focuses on tourists coming from Mainland China and Japan, which have different personalities and various traveling motives, exploring the relevance between the degree of satisfaction and the desire for revisit. Convenience sampling was adopted with 600 questionnaires sent out and 477 valid ones retrieved. The statistic analysis was conducted through the descriptive statistics, factor analysis, reliability analysis, multiple regression, and Pearson product-moment correlation.
    As to the traveling motives, the findings of this research show that the main push factor for tourists visiting Taiwan from Mainland China and Japan is to “experience a different life style” while “visiting famous scenic spots for culture and history” is the pull one. The research also found that significant differences can be observed among the traveling motives of these tourists, from Mainland China and Japan, with diverse nationalities, sexes, ages, and occupations. Regarding the degree of satisfaction, tourists from Mainland China and Japan have higher degree of satisfaction towards “tour guides’ service attitudes”, “tour guides’ professional knowledge and skills”, and “tour guides’ narration level”. Seventy percent of tourists have said they were satisfied or extremely satisfied. Likewise, the research found that significant differences can be observed among the degree of satisfaction of these tourists, from Mainland China and Japan, with diverse nationalities, sexes, ages, and occupations.
    Moreover, the research also shows that two variables, expenses of visiting Taiwan and traveling experiences, are significantly related to the degree of satisfaction concerning “language communication”, “accommodation”, “transportation”, “beaches”, “tour guides”, “hygiene and sanitization”, and “prices”. Various personality factors of the tourists coming from Mainland China and Japan are as well highly related to the traveling push factors, such as “enhancing interpersonal relationship”, “pursuing prestige”, “exploring knowledge”, “relaxation/ stimulation”, and “exercises/ adventures”.
    It is also remarkably related to the traveling pull factors such as “entertainment/ expenses”, “traveling quality”, “scenery/ natural resources”, and “high-tech image”. What’s more, the research also found that the various personality factors of tourists coming from Mainland China and Japan have significant relevance with the degree of satisfaction about “language communication”, “accommodation”, “transportation”, “travel agencies”, “beaches”, “tour guides”, “hygiene and sanitization”, “people’s attitudes” , “restaurants and shopping places”, “entertainment and equipment”, and “prices”. Strong correlations can also be observed, among tourists from Mainland China and Japan, between the traveling motives and the degree of satisfaction as well as the degree of satisfaction and the desire for revisit.
    It is hoped that this research can provide some references in promotion policies of Taiwan’s tourism for relevant government authorities and travel agencies and help the public further understand the traveling behavior of tourists from Mainland China and Japan.

    目 錄 第一章 緒論 第一節 研究背景………………………………………………… 1 第二節 研究動機………………………………………………… 6 第三節 研究目的………………………………………………… 8 第四節 名詞界定………………………………………………… 9 第二章 文獻探討 第一節 大陸與日本旅客之旅遊行為相關研究………………10 第二節 人格特質………………………………………………17 第三節 旅遊動機………………………………………………23 第四節 旅遊滿意度……………………………………………32 第五節 總體文獻評述…………………………………………44 第三章 研究方法 第一節 研究架構………………………………………………47 第二節 研究假設………………………………………………48 第三節 研究對象………………………………………………49 第四節 調查工具………………………………………………50 第五節 資料分析………………………………………………54 第四章 結果分析 第一節 來台旅客樣本資料分析………………………………55 第二節 信度、效度分析………………………………………61 第三節 研究假設檢定…………………………………………67 第四節 研究假設檢定結果………………………………… 108 第五章 結論與討論 第一節 研究限制…………………………………………… 109 第二節 結論與討論………………………………………… 110 第三節 建議………………………………………………… 127 參考文獻 壹、中文部份………………………………………………… 132 貳、西文部份………………………………………………… 135 附錄 附錄一 預試問卷…………………………………………… 147 附錄二 正式問卷…………………………………………… 172 附錄三 來台旅客旅遊動機之分析………………………… 197 附錄四 來台旅客旅遊滿意度之分析……………………… 199 附錄五 研究量表各因素構面之相關性…………………… 201 附錄六 正式問卷回收情況………………………………… 204 表 次 表1-1-1 開放大陸地區人民來台觀光之開放類別…………… 3 表1-1-2 2001至2003年日本來台旅客概況…………………… 5 表1-2-1 2001至2003年來台旅客分布人次…………………… 7 表2-1-1 日本旅客之主要旅遊行為屬性……………………… 13 表2-2-1 人格之定義…………………………………………… 17 表2-2-2 五大人格特質之意義與特徵………………………… 20 表2-3-1 推力及拉力因素之驗證性研究……………………… 27 表2-3-1 推力及拉力因素之驗證性研究(續)………………… 28 表2-4-1 顧客滿意度之定義…………………………………… 32 表2-4-1 顧客滿意度之定義(續)……………………………… 33 表2-4-2 旅遊滿意度之驗證性研究…………………………… 37 表2-4-2 旅遊滿意度之驗證性研究(續)……………………… 38 表4-1-1 樣本人數分配及百分比分析………………………… 56 表4-1-1 樣本人數分配及百比比分析(續)…………………… 57 表4-1-1 樣本人數分配及百比比分析(續)…………………… 58 表4-1-1 樣本人數分配及百比比分析(續)…………………… 59 表4-1-2 來台旅客人口統計特性重新編碼表………………… 59 表4-2-1 人格特質之因素分析結果…………………………… 62 表4-2-2 旅遊動機─推力因素之因素分析結果……………… 63 表4-2-3 旅遊動機─拉力因素之因素分析結果……………… 64 表4-2-4 旅遊滿意度之因素分析結果………………………… 65 表4-2-5 重遊意願之因素分析結果…………………………… 66 表4-3-1 不同國籍之來台旅客旅遊動機因素之MANOVA/ANOVA摘要 表……………………………………… ………………………… 68 表4-3-2 不同性別之來台旅客旅遊動機因素之MANOVA/ANOVA摘要表……………………………………………………………………69 表4-3-3 不同年齡之來台旅客旅遊動機因素之MANOVA/ANOVA摘要表……………………………………………………………………70 表4-3-4 不同職業之來台旅客旅遊動機因素之MANOVA/ANOVA摘要表……………………………………………………………………71 表4-3-5 不同國籍之來台旅客旅遊滿意度之MANOVA/ANOVA摘要表……………………………………………………………………73 表4-3-6 不同性別之來台旅客旅遊滿意度之MANOVA/ANOVA摘要表……………………………………………………………………74 表4-3-7 不同年齡之來台旅客旅遊滿意度之MANOVA/ANOVA摘要表……………………………………………………………………75 表4-3-8 不同職業之來台旅客旅遊滿意度之MANOVA/ANOVA摘要表……………………………………………………………………76 表4-3-9 來台旅客旅遊特性與「語言溝通」滿意度之迴歸分析摘要表……………………………………………………………………78 表4-3-10 來台旅客旅遊特性與「住宿服務」滿意度之迴歸分析摘要表……………………………………………………………………78 表4-3-11 來台旅客旅遊特性與「交通運輸」滿意度之迴歸分析摘要表……………………………………………………………………79 表4-3-12 來台旅客旅遊特性與「旅行社」滿意度之迴歸分析摘要表……………………………………………………………………80 表4-3-13 來台旅客旅遊特性與「海邊沙灘」滿意度之迴歸分析摘要表……………………………………………………………………81 表4-3-14 來台旅客旅遊特性與「導遊」滿意度之迴歸分析摘要表……………………………………………………………………82 表4-3-15 來台旅客旅遊特性與「清潔及衛生」滿意度之迴歸分析摘要表…………………………………………………………………82 表4-3-16 來台旅客旅遊特性與「人員態度」滿意度之迴歸分析摘要表……………………………………………………………………83 表4-3-17 來台旅客旅遊特性與「餐廳及購物場所」滿意度之迴歸分析摘要表……………………………………………………………84 表4-3-18 來台旅客旅遊特性與「娛樂及設施」滿意度之迴歸分析摘要表…………………………………………………………………85 表4-3-19 來台旅客旅遊特性與「價格」滿意度之迴歸分析摘要表……………………………………………………………………85 表4-3-20 來台旅客旅遊特性與「整體滿意度」之迴歸分析摘要表……………………………………………………………………86 表4-3-21 來台旅客人格特質各因素與旅遊推力動機之「增進人際關係」之迴歸分析摘要表 ………………………………………… 87 表4-3-22 來台旅客人格特質各因素與旅遊推力動機之「追求聲望」之迴歸分析摘要表 ……………………………………………… 88 表4-3-23 來台旅客人格特質各因素與旅遊推力動機之「尋求知識」之迴歸分析摘要表 ……………………………………………… 88 表4-3-24 來台旅客人格特質各因素與旅遊推力動機之「放鬆/刺激」之迴歸分析摘要表 ……………………………………………… 89 表4-3-25 來台旅客人格特質各因素與旅遊推力動機之「運動/冒險」之迴歸分析摘要表 ……………………………………………… 89 表4-3-26 來台旅客人格特質各因素與旅遊拉力動機之「娛樂/消費」之迴歸分析摘要表 ……………………………………………… 90 表4-3-27 來台旅客人格特質各因素與旅遊拉力動機之「旅遊品質」之迴歸分析摘要表 ……………………………………………… 91 表4-3-28 來台旅客人格特質各因素與旅遊拉力動機之「風景/天然資源」之迴歸分析摘要表 ………………………………………… 91 表4-3-29 來台旅客人格特質各因素與旅遊拉力動機之「高科技形象」之迴歸分析摘要表 ………………………………………… 92 表4-3-30 來台旅客人格特質各因素與「語言溝通」滿意度之迴歸分析摘要表……………………………………………………………93 表4-3-31 來台旅客人格特質各因素與「住宿服務」滿意度之迴歸分析摘要表……………………………………………………………94 表4-3-32 來台旅客人格特質各因素與「交通運輸」滿意度之迴歸分析摘要表……………………………………………………………94 表4-3-33 來台旅客人格特質各因素與「旅行社」滿意度之迴歸分析摘要表………………………………………………………………95 表4-3-34 來台旅客人格特質各因素與「海邊沙灘」滿意度之迴歸分析摘要表……………………………………………………………95 表4-3-35 來台旅客人格特質各因素與「導遊」滿意度之迴歸分析摘要表…………………………………………………………………96 表4-3-36 來台旅客人格特質各因素與「清潔及衛生」滿意度之迴歸分析摘要表 ……………………………………………………… 96 表4-3-37 來台旅客人格特質各因素與「人員態度」滿意度之迴歸分析摘要表……………………………………………………………97 表4-3-38 來台旅客人格特質各因素與「餐廳及購物場所」滿意度之迴歸分析摘要表……………………………………………………97 表4-3-39 來台旅客人格特質各因素與「娛樂及設施」滿意度之迴歸分析摘要表 ……………………………………………………… 98 表4-3-40 來台旅客人格特質各因素與「價格」滿意度之迴歸分析摘要表…………………………………………………………………98 表4-3-41 來台旅客旅遊動機各因素與旅遊滿意度之「語言溝通」之迴歸分析摘要表……………………………………………………99 表4-3-42 來台旅客旅遊動機各因素與旅遊滿意度之「住宿服務」之迴歸分析摘要表 …………………………………………………100 表4-3-43 來台旅客旅遊動機各因素與旅遊滿意度之「交通運輸」之迴歸分析摘要表 …………………………………………………101 表4-3-44 來台旅客旅遊動機各因素與旅遊滿意度之「旅行社」之迴歸分析摘要表…………………………………………………… 101 表4-3-45 來台旅客旅遊動機各因素與旅遊滿意度之「海邊沙灘」之迴歸分析摘要表 …………………………………………………102 表4-3-46 來台旅客旅遊動機各因素與旅遊滿意度之「導遊」之迴歸分析摘要表……………………………………………………… 103 表4-3-47 來台旅客旅遊動機各因素與旅遊滿意度之「清潔及衛生」之迴歸分析摘要表 ………………………………………………103 表4-3-48 來台旅客旅遊動機各因素與旅遊滿意度之「人員態度」之迴歸分析摘要表 …………………………………………………104 表4-3-49 來台旅客旅遊動機各因素與旅遊滿意度之「餐廳及購物場所」之迴歸分析摘要表………………………………………… 105 表4-3-50 來台旅客旅遊動機各因素與旅遊滿意度之「娛樂及設施」之迴歸分析摘 要表 ………………………………………………………………105 表4-3-51 來台旅客旅遊動機各因素與旅遊滿意度之「價格」之迴歸分析摘要表……………………………………………………… 106 表4-3-52 來台旅客旅遊動機各因素與「整體旅遊滿意度」之迴歸分析摘要表 …………………………………………………………106 表4-3-53 來台旅客旅遊滿意度各因素與「重遊意願」之迴歸分析摘要表 ………………………………………………………………107 表4-4-1 本研究假設檢定總表 ……………………………… 108 圖 次 圖3-1-1 本研究架構圖………………………………………… 47

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