基于“手段—目的”链的旅游者满意因素分析——以辽宁赴台旅游者为例

An Analysis of Tourist Satisfaction Factors Based on "Means-end" Chain Model——A Case of Liaoning Tourists to Taiwan

随着大陆居民赴台旅游人数的日益增多,如何令赴台旅游者满意成为台湾旅游业发展中面临的新挑战。文章将"手段—目的"链模型引入旅游者满意因素的研究中,以辽宁访台旅游者为例,基于阶梯式访谈调查数据构建了辽宁赴台旅游者满意因素的判断矩阵和价值层次图,并聚类得出五大最具主导地位的"手段—目的"意义链。在此基础上,从价格策略、游览主题、产品设计和推广、旅游环境、基础设施和服务水平等角度提出了台湾在今后旅游产品深度开发方面的对策建议。

How to satisfy tourists to Taiwan has become the new challenge facing Taiwan tourism industry in its development,with increasing number of residents from mainland to travel to Taiwan.The paper tries to introduce ＂means-end＂ chain model to the study of tourist satisfaction factors.Taking Liaoning tourists to Taiwan as an example and based on the data from laddering interviews survey,we construct a factor of tourist satisfaction Matrix and the Hierarchical Value Map and gain the five most dominant clusters of ＂means-end＂ meaning chains.Based on this,we put forward countermeasures and suggestions regarding the deepening development of future tourism products of Taiwan from the aspects of pricing tactics,visiting themes,product design and promotion,tourism environment,infrastructure,service level and so on.