西藏旅遊資源特色與台灣遊客喜好之研究

A Study of Tibefs Unique Tourism Resources and Taiwan Tourist Preference

西藏旅遊資源豐富，具有獨特的自然生態、人文景觀，藏傳佛教，冒險遊憩，娛樂 休閒等。加上西藏自治區政府對西藏的全面發展建設，鐵公路交通四通八達，近幾年吸 引台灣鍾愛大陸旅遊的旅客，大量前往西藏旅遊。本研究以探討西藏旅遊資源特色與調 查研究台灣旅客對西藏旅遊資源的喜好。研究結果：西藏旅遊資源特色，如文獻分析與 彙總結果。西藏旅遊資源獨具優勢，台灣旅客對西藏旅遊資源喜好排序如下：1.自然生 態，2.國家公園，3.世界遺產，4.高山健行，5.旅遊價格，6.高山湖泊，7.藏傳佛教，8. 服務品質，9.青藏鐵路，10.西藏節慶，11.冒險精神，12.人民友善，13.交通便利，14.旅 遊設施，15.人文學習，16.衛生條件，17，娛樂休閒，18.住宿條件，19.西藏美食，20.購物 環境。

Tibet is rich in tourism resources and has unique natural ecology， cultural landscape， Tibetan Buddhism， adventure recreation， entertainment and leisure. In addition， the government of Tibet Autonomous Region has all-round development and construction of Tibet. Railroad traffic is extending in all directions. In recent years， travelers who are attracted to Taiwan's favorite mainland travel have traveled extensively to Tibet. This study explored the characteristics of tourism resources in Tibet and investigated the preferences of Taiwanese travelers for tourism resources in Tibet. Findings: Characteristics of Tourism Resources in Tibet， such as Literature Analysis and Summary Results. Tibet's tourism resources have unique advantages o Taiwan tourists prefer the sorting of tourism resources in Tibet 1. Natural ecology 2. National parks 3. World heritage 4. Mountain hiking 5. Tourism prices 6. Mountain lakes 7. Tibetan Buddhism 8. Service quality， 9. Qinghai-Tibet Railway 10. Tibet Festival 11. Adventurous spirit 12. Friendly people 13. Convenient transportation 14. Tourist facilities 15. Humanities learning 16. Health conditions 17. Recreation and leisure 18. Accommodation， 19. Tibetan cuisine， 20. Shopping environment.