台湾居民旅游影响感知研究——以大陆赴台旅游为例

A Study on Taiwan Residents' Perception of Tourism Impacts——A Case of Chinese Tourists to Taiwan

自从大陆赴台旅游开放以来,大陆游客已成为台湾入境旅游最主要的客源,对台湾入境旅游发展带来相当程度的影响。本文以台湾居民的角度,针对大陆赴台旅游所造成的旅游影响,从台湾居民不同人口统计学特征及不同的社会背景,分析在旅游影响感知的差异情形,分别从经济、社会文化以及实质环境三个维度进行探讨。研究结果发现,居民背景资料不同,在旅游影响感知不同维度上有部分呈显著差异。最后,基于实证研究结果及使大陆赴台旅游朝可持续发展的目标,提出重要管理应用讯息及后续研究建议。

The tourism open policy between Chinese and Taiwan forward gradually from one way to inter-way, from group package traveling type to partly free independent traveling type. Even though the policy restricts the in-bound tourists＇ number from China to Taiwan, it has already increased large number of Chinese tourists. According to the statistical data from Tourism Bureau of Taiwan, the number of Chinese tourist traveled to Taiwan growing year after year. On the year of 2010, the Chinese tourist becomes the number one source of Taiwan＇ s inbound tourism market. The Chinese tourists market to Taiwan generated economic benefits for Taiwan. However, the large in-creasing number of Chinese tourists may cause the lower quality of Taiwan＇ s inbound tourism and cause a disorder of tourism in Taiwan. Residents＇ support is crucial for tourism development policies and sustainability of any future tourism development. Thus, the purpose of this study aimed to profile Taiwan residents＇ perceptions of tourism impacts from the ma-jor inbound tourism market of Chinese tourists with their demographics and social backgrounds. This study em-ployed the questionnaire to acquire data from Taiwan residents through convenience sampling method. The study population consisted of residents aged 18 years and above from 5 administration areas of Taiwan. The survey instru- ment consisted of 2 sections. The first part of the questionnaire captured respondents＇ perceptions of tourism im-pacts by using a 5-point rating scales. The second section is demographic information and social backgrounds. The survey conducted from December 15, 2011 through February 1, 2012. A total of 960 surveys were returned. After eliminating incomplete responses, 870 useable analysis, t-test, and one-way ANOVA through questionnaires were analyzed by description statistical method, factor the use of SPSS Version 18. 0. The overall valid response rate was 90. 63%. The validity of measurement items was assessed. The reliability of the scales related to each of the tourism impact perceptions dimensions were tested. Reliability analysis was performed by evaluating the stability and consistency for measured items of each of the three dimensions of tourism impacts perceptions. The study showed respondents＇ profiles and perceptions of tourism impacts by descriptive statistics. The di- mension with the highest mean score is environmental impact dimension that is respondents have strong environmen-tal impacts perception from Chinese tourists. Respondents with different backgrounds perceived different tourism impacts dimensions from economic, socio-cuhural, and environmental. The analyses of the responses indicate that residents＇ evaluations of the economic, socio-cuhural and environmental impacts are diverse depending on their de- mographics as well as social backgrounds. The results showed partial significant differences between respondents＇ backgrounds and their perceptions of three tourism impacts dimensions. The study found some differences with pre-vious studies. It is supposed that because different studies with different study backgrounds, different destinations, different stages of tourism development, as well as many other factors. Findings of this study are important for sustainable development of Chinese inbound tourism market to Taiwan and likely to be an important tourism policy consideration for future development between two-strait. The results of this study suggest that increasing the positive tourism impacts perceptions and reducing the negative tourism impacts perceptions from Chinese tourism market to Taiwan is the best strategy for sustainable development of this market. At last, the paper provided management implications from these empirical findings and gave suggestions for future researches.