台湾赴大陆团体旅游者意愿与动机实证研究

Taiwan GPT Tourist Motivation and Intention——A Empirical Study of Traveling to China's Mainland

本研究主要目的在于了解台湾地区有意愿参加团体旅游的消费者。依照所选取的赴大陆各地理区域,通过社会经济背景等变量,从中了解受访者选择旅游地理区域的交叉比对结果,进而了解社会经济状况、旅游意愿对各地理区域选择的影响。其中关于购买行为与团体旅游关系的研究假设如下:1.旅行社质量不同,会影响赴大陆旅游的意愿。2.旅游动机不同,会影响赴大陆旅游的意愿。3.旅行社质量与旅游动机的交互作用,会影响赴大陆旅游的意愿。以此来评估台湾地区旅客前往大陆旅游的意愿与动机,以及潜在的台湾旅游者对大陆旅游目的地的认知。

Purpose of this study wants to understand by the intention to participate in Taiwan GPT tourist,in accordance with the selected mainland tourist various geographical regions for GPT and listed by geographic location through variables such as socio-economic background,And findings tourism intention of the various geographical regions choice,analytical study of the purchase behavior and GPT Concern the study object as follows: 1st,the travel agency quality is different,will affect the mainland traveling the i...