陸客來臺觀光行銷策略之研究

A Study on Tourism Marketing Strategy for Chinese Tourists

本研究採用問卷調查法，以來臺灣觀光之陸客為對象，進行抽樣調查，總計發放450份問卷，共回收407份有效問卷，有效回收率達90.44%。分析陸客來臺觀光的行銷策略、觀光意象、顧客滿意度與行為意圖，以瞭解來臺陸客的看法，並探討各個構面相互間之關聯性。經分析結果得知，行銷策略對觀光意象、顧客滿意度、行為意圖有顯著正向影響；顧客滿意度對行為意圖有顯著正向影響；觀光意象對行為意圖、顧客滿意度有顯著正向影響；背景變項對各構面有顯著差異。 This study utilized a questionnaire, with Chinese tourists traveling to Taiwan as the subjects. A total of 450 questionnaires were issued for the sampling survey, and 407 valid questionnaires were collected, representing a valid response ratio reaching 90.44%. The marketing strategies, tourism impressions, customer satisfaction, and behavioral intentions of Chinese tourists traveling to Taiwan were analyzed to understand their opinions, and the correlation between each dimension was ascertained. Analysis results are as follows: marketing strategy has a significant positive effect on tourism impressions, customer satisfaction, and behavioral intentions; customer satisfaction has a significant positive effect on behavioral intention; tourism impression has a significant positive effect on behavioral intention and customer satisfaction; background variables result in significant differences in each dimension.

This study utilized a questionnaire, with Chinese tourists traveling to Taiwan as the subjects. A total of 450 questionnaires were issued for the sampling survey, and 407 valid questionnaires were collected, representing a valid response ratio reaching 90.44%. The marketing strategies, tourism impressions, customer satisfaction, and behavioral intentions of Chinese tourists traveling to Taiwan were analyzed to understand their opinions, and the correlation between each dimension was ascertained. Analysis results are as follows: marketing strategy has a significant positive effect on tourism impressions, customer satisfaction, and behavioral intentions; customer satisfaction has a significant positive effect on behavioral intention; tourism impression has a significant positive effect on behavioral intention and customer satisfaction; background variables result in significant differences in each dimension.