大陸觀光客近幾年來，成為在臺灣相當受歡迎的旅客，主要原因就是其驚人的消費實力，而且來臺人數每年大增，所以如何做大陸觀光客的生意，已經成為最具有吸引力的新商機，大陸觀光客在臺消費可分二大部分，一是在臺灣時，多刺激他們的消費；二是指他們回去之後，還會想要到臺灣玩。
本研究針對來臺旅遊的大陸觀光客進行問卷調查，藉以了解來臺的大陸人士對臺灣之旅遊動機、滿意度及旅遊支出之關係，並探討不同屬性之大陸觀光客，來臺旅遊動機及來臺旅遊滿意度之差異。本研究採問卷調查的方式，於2012年3月1日~31日間，於桃園中正場及日月潭進行調查。總計發放520份問卷，回收之有效問卷總計476份，有效回收率為91.53%。研究結果顯示：
一、旅遊動機之平均數分析中，較高的前三項依序為:1.品嚐當地美食佳餚2.從未去過的好奇心3.參訪具有文化與歷史的景點；較低的後三項為1.因為親朋好友推薦2.是因為臨時起意3.是為了暫時遠離目前的生活狀況。
二、旅遊滿意度之平均數分析中較高的前三則依序為：1.當地導遊服務態度感到滿意2.當地導遊整體評價感到滿意3.餐飲份量感到滿意；較低的後三項為1.領隊服務熱忱感到滿意2.旅館整體評價感到滿意3.領隊服務態度感到滿意。
三、相關分析的結果顯示，對臺灣之旅遊動機與旅遊滿意度有顯著相關。認為來臺動機滿足好奇心、身心放鬆、觀光旅遊、社交活動及親子活動度高的觀光客，在行程規劃、住宿規劃、餐飲規劃、領隊服務、導遊服務及購物環境滿意度越高。

Abstract
In recent years, mainland Chinese tourists have become popular in Taiwan. A major reason behind this phenomenon is their great purchasing power. As the number of mainland Chinese tourists visiting Taiwan increases every year, selling to the Chinese tourists has become the most attractive business opportunity. The consumption of mainland Chinese tourists in Taiwan comprises two major parts: on the one hand, stimulating their spending while they stay in Taiwan; on the other, strengthening their desire to visit Taiwan again after they return to mainland China.
In this study, a questionnaire survey was conducted on mainland Chinese tourists who traveled to Taiwan in to understand the relationship between the travel motivations and satisfaction of Chinese tourists who travel to Taiwan and their travel expenses. Furthermore, this study also investigated the differences in travel motivations and satisfaction of Chinese tourists with different characteristics. By adopting a questionnaire survey approach, this research was conducted in Taoyuan International Airport and Sun Moon Lake between March 1st and 31st in 2012. While 520 questionnaires were sent out, 476 valid questionnaires were returned. The questionnaire response rate was 91.53%. Research results showed:
1. In the analysis of the means of travel motivations, the three items of the highest mean scores were: i. tasting local cuisines; ii. feeling curious about an unexplored place; iii. yearning to visit some cultural and historical scenic spots; the three items of the lowest mean scores were: i. hearing recommendations from family and friends; ii. being motivated by some sudden thoughts; iii. wanting to escape from current life for a while.
2. Regarding the analysis of the means of travel satisfactions, the three items of the highest mean scores were: i. feeling satisfied with the attitude of local tour guides; ii. feeling satisfied with the overall service of local tour guides; iii. feeling satisfied with the quantity of food; the three items of the lowest mean scores were: i. feeling satisfied with the service enthusiasm of the tour leader; ii. feeling satisfied with the overall quality of the hotel; iii. feeling satisfied with the attitude of the tour leader.
3. Results of the correlation analysis showed that there was a signification association between the travel motivation of visiting Taiwan and the travel satisfaction. Tourists with high motivations of satisfying curiosity, relaxing the body and mind, touring and sightseeing, socializing, and having family outings were more likely to have high satisfaction with the traveling plan, accommodations, food, the service of the tour leader, the service of tour guides, and the shopping environment.


Keyword: travel motivations, satisfaction, travel expenses

目 錄
頁次

中文摘要....................................................................................................................... i
英文摘要...................................................................................................................... ii
目 錄............................................................................................................................iii
表目錄...........................................................................................................................v
圖目錄.........................................................................................................................iii
第一章 緒論.................................................................................................................1
第一節 研究背景與動機.............................................................................................1
第二節 研究目的.........................................................................................................4
第三節 研究範圍與對象.............................................................................................4
第四節 研究限制……….............................................................................................5
第五節 研究內容與流程.............................................................................................5
第二章 文獻探討.........................................................................................................7
第一節 臺灣開放大陸人士來臺觀光現況.................................................................7
第二節 觀光客旅遊動機...........................................................................................10
第三節 旅遊滿意度...................................................................................................14
第四節 旅遊支出.......................................................................................................17
第三章 研究設計.......................................................................................................20
第一節 研究架構.......................................................................................................20
第二節 研究問項操作性定義...................................................................................20
第三節 研究假設.......................................................................................................25
第四節 問卷設計.......................................................................................................26
第五節 抽樣設計與問卷發放對象...........................................................................27
第六節 資料分析方法...............................................................................................28
第四章 實證結果與假設驗證...................................................................................31
第一節 遊客特性的敘述性統計分析.......................................................................31
第二節 旅遊動機分析...............................................................................................36
第三節 旅遊滿意度分析...........................................................................................41
第四節 各構面之相關性與差異性分析...................................................................48
第五章 結論與建議...................................................................................................70
第一節 研究結論.......................................................................................................70
第二節 研究建議.......................................................................................................72
參考文獻....................................................................................................................73
附錄一 簡體問卷.......................................................................................................79

參考文獻
中文部分
1.中華人民共和國國務院臺灣辦公室(2009)，兩岸交流與往來。
2.王士維、范世平(2005)，中國大陸出境旅遊政策，秀威資訊科技股份有限公司，臺北。
3.王姿婷(2005)，溫泉遊憩區觀光意象與遊客滿意度之研究－以高雄縣六龜鄉寶來、不老溫泉為例。
4.朱珮瑩(2002)，遊客從事鄉野觀光之動機、期望與滿意度研究-以新竹縣為例，碩士論文，世新大學觀光學系，臺北。
5.江佳慧(2002)，家庭休閒消費支出結構之研究，輔仁大學應用統計學研究所碩士論文。
6.行政院(2008)，立法院第7屆第1會期行政院施政報告-兩岸關係。
7.余幸娟(2000)，宗教觀光客旅遊動機與其滿意度之研究－以臺南南鯤鯓代天府為例，碩士論文，中國文化大學觀光事業研究所，臺北。
8.吳忠宏、黃宗成和邱廷亮(2004)，玉山國家公園遊客旅遊動機、期望、體驗、滿意度與重遊意願之研究，國家公園學報，14(2)， 23-41。
9.李如淑(2004)，人格特質、旅遊動機與旅遊滿意度之相關研究：以大陸及日本來臺旅客為例。未出版碩士論文，國立臺灣師範大學人類發展與家庭學系研究所，臺北市。
10.林千如(2003)，大陸專業人士在臺購物消費行為之研究。未出版碩士論文，國立東華大學公共行政研究所，花蓮縣。
11.林國賢(2004)，大陸民眾來臺旅遊態度與動機之研究，碩士論文，朝陽科技大學休閒事業管理系碩士班，臺中。
12.林鴻偉(2003)，大陸來臺旅客之旅遊餐與型態、觀光形象滿意度與重遊意願關係之研究。
13.張淑青(2009)，目的地意象、滿意度與旅遊滿意度的關係－目的地意象的區隔效果，臺灣管理學刊，9(1)，1-22。
14.許銘珊(2008)，遊客旅遊滿意度之研究－以中國大陸遊客為例。國立彰化師範大學商業教育學系博士生。
15.柴俊林(2011)，臺灣觀光論壇-千萬觀光客哪裡來
16.陳水源(1988)， 遊客遊憩需求與遊憩體驗之探討，戶外遊憩研究，1(3)：頁38-49。
17.陳水源、李明宗(1994)，國家公園管理遊憩使用之策略，休閑、觀光、遊憩論文集，頁130-134。
18.陳顥文(2000)，臺灣地區家庭國內外旅遊消費支出之分析，臺灣大學漁業經濟研究所碩士論文。
19.詹明甄(2003)，婦女出國旅遊動機、購物行為與旅遊體驗相關之探討，碩士論文，世新大學觀光學系，臺北。
20.劉純(2001)。旅遊心理學。臺北市：揚智文化。
21.歐聖榮& 顏宏旭(1995)，金門地區觀光發展衝擊認知之研究，戶外遊憩研究，7(4)，頁61-89。
22.鄧智斌(2009)，大陸來臺旅客旅遊動機、服務品質滿意度與其意向行為之研究。
23.鄭仲(2006)，大陸人民對臺灣之旅遊動機與旅遊意願研究，國立東華大學企業管理學系碩士在職專班碩士論文。
24.關羽彤(2005)，太魯閣國家公園旅客旅遊滿意度之研究，碩士論文，中華大學科技管理研究所，新竹。
25.觀光局(2009)，九十七年來臺旅客消費及動向調查，2008年12月14日取自：http：//www.taiwan.net.tw。
26.觀光局(2009)，大陸地區人民來臺從事觀光活動許可辦法，2009年12月1日取自：http：//admin.taiwan.net.tw/indexc.asp。
27.觀光局(2009)，大陸觀光團熱門景點人數，取自http：//admin.taiwan.net.tw/indexc.asp
28.觀光局(2010)，中華民國99年來臺旅客消費及動向調查
，取自https://srda.sinica.edu.tw/group/govdown/3330
29.觀光局(2012)，觀光統計表，取自http://admin.taiwan.net.tw/public/public.aspx?no=315


英文部分
1.Asseal H.Consumer behavior and marketing action〔M〕.Boston：Kent Publishjng,1987.轉引自Fakeye P C, Crompton J R B . Image difference between Prospective,first-time,and repeat visitors to the lower Rio grand valley .Journal of travel research,1991,30(2)：10-1
2.Baloglu, S., & McCleary, K.W. 1999. A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
4.Castro, C. B., Armario, E. M., & Ruiz, D. M. 2007. The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behavior. Tourism Management, 28, 175-187.
5.Crompton, J. L. 1979. Motivation for pleasure vacation. Annals of Tourism Research, 6, 408-424.
6.Crandall,Rick,1980,Motivations for Leisure, Journal of Leisure Research, Vol.12(1),pp.45-54.
7.Crandall,V.C.(1974). Achievement motivation： A theoretical model. 4.Paper presented at University of Illionis Seminar on Achievement Motivation。
8.Crompton J L.An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location upon the Image .Journal of Travel .Research,1979,18(4)：18-23.
9.David C. Bojanic*(2011), The impact of age and family life experiences on Mexican visitor shopping expenditures, Tourism Management 32 (2011) 406e414
10.DESIMIR BOŠKOVIĆ, Ph.D.,(2011), Tourism & Hospitality Management 2010, Conference Proceedings, pp. 273-286
11.Echtner C M,Ritchie J R B.The Measurement of Destination Image：An Empirical Assessment .Journal of Travel Research,1993,31(4)：3-13 .
12.Engel, J. E., Blackwell, R. D. & Miniard, P. W. (1995), Consumer Behavior 8th ed., Chicago Dryden Press.
13.Fakeye, P. C., & Crompton, J. L. 1991. Image differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30, 10-16.
14.Fishbein and Ajzen. (1975), Belief, Attitude, Intention, andBehavior ： An Introduction to Theory and Research Reading, MA ：Addison-Wesley.
15.Gunn C A.Vacationscape：Designing Tourist Regions〔M〕.1972.轉引自Echtner C M,Ritchie J R B.The Meaning and Measurement of Destination Image .Journal of Tourism Studies,2003,14(l)：37-48.
16.Dann, G. M. S.Anomie, ego-enhancement and tourism[M].Annals of Tourism Research,1977.
17.Gunn C A.Vacationscape：Designing Tourist Regions〔M〕.1972.轉引自Echtner C M,Ritchie J R B.The Meaning and Measurement of Destination Image .Journal of Tourism Studies,2003,14(l)：37-48.
18.Hunt J D.Image as a Factor in Tourism Development .Journal of Travel Research,1975,13(3)：l-7.
19.Hunt J D.Image：A Factor in Tourism .1971.轉引自Hunt J D.Image as a Factor in Tourism Development . Journal of Travel
20.Kozak, M. (2001). Repeaters behaviour at two distinct destinations. Annals of Tourism Research, 28(3), 784-807.
21.Milman A,Pizam A.The role of awareness and familiarity with a destination：The Central Florida case .Journal of Travel Research,1995,33(3)：21-27.
22.Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(Nov), 460-469.
23.Samuel Seongseop Kim(2010), Understanding Japanese tourists’ shopping preferences using the Decision Tree Analysis method, Tourism Management
24.Wang, K. C., Hsieh, A. T., &Chen, W. Y. (2002). Is the tour leader an effective endorser for group package tour brochures? Tourism Management, 23(5), 489-498.
25.Woodside, A.G., & Lysonski, S. 1989. A general model of traveler destination choice. Journal of Travel Research, 27(4), 8-14
26.WTO(WorldTourism Organize, 2002) http://www.world-tourism.org .
27.World Tourism Organization (2000). Tourism 2020 Vision (East Asia and Pacific), WTO, Madrid.