台湾居民对大陆游客旅游影响的感知与态度研究

Study on Taiwan Residents' Perception and Attitude of the Chinese Mainland Tourists Impact

台湾开放大陆居民赴台旅游对台湾居民的各个方面都产生了影响,也产生了有差异的对陆客态度。本文利用因子分析、聚类分析等分析方法,研究了台湾居民对开放大陆居民赴台旅游影响的感知与态度。结果表明,台湾居民对大陆游客赴台旅游影响的感知可归纳"生活环境恶化"、"经济文化提升"、"地方认同与基础设施改善"、"生活成本增加"、"资源破坏"等5个维度,居民对积极影响的感知强度整体上略低于消极影响。并通过聚类分析,把台湾居民对大陆游客的态度划分为"乐观支持者"、"理性支持者"、"中立态度者"和"冷漠态度者"等4种类型。笔者希望通过此文能给台湾和大陆旅游管理部门一些启发,并提供有价值的参考意见。

The opening of mainland residents travelling to Taiwan creates a deep impact on Taiwan residents, whom also hold different attitudes to mainland residents. This paper gives a descriptive research on the Taiwan residents＇ perception on the impacts of traveling to the island of mainland tourists, and their attitudes towards mainland tourists, through method of factor analysis and cluster analysis. The results are shown as follows. The Taiwan residents perceptions can be classified into five dimensions, namely, ＂deterioration of living environment＂, ＂improvement of the economy and culture＂, ＂local identity and infrastructure improvement＂, ＂increase in cost of living＂, and ＂resources destruction＂. The intensity of residents＇ positive perceptions are slightly below the passive perceptions. And Taiwan residents can be classifed into four types as well, by method of cluster analysis, namely, ＂optimistic supporters＂, ＂rational supporters＂, ＂in-Betweeners＂, and ＂haters＂. Finally, some illumination and suggestion are given for the tourism administrative department of both Taiwan and Mainland.