碩士 / 國立高雄應用科技大學 / 觀光與餐旅管理系 / 99 / Due to the recession in 2008, Japanese tourist market, which is affected by the macro-environment, shrinks slightly. People who participated in GIT decreased steadily. Following by rising of popularity of FIT, and the defects of GIT, more and more travelers choose a more flexible way travel to Japan. The research is mainly based on the push theory, to understand the internal inducement through push theory on the tourists. Moreover, analyze the attraction of Japan through pull motivation and discuss the satisfaction and loyalty of Taiwanese FIT travelers. It would benefit travel agents’ marketing strategies when developing Japanese tourist markets in the future. The objects of this study including are (1) To realize the Taiwanese FIT travelers’ travel motivations, satisfaction and loyalty. (2) To realize the effect of travel motivations to satisfaction. (3) To realize the effect of satisfaction to loyalty. The objects of empirical study are Taiwanese FIT travelers who traveled to Japan. The research method is purposive sampling. The data comprised 502 records and the valid response rate is 98.2%. The research methods include reliability analysis, item analysis, description analysis, factor analysis, ANOVA, t-test and multiple regression analysis.
The research findings are, (1) push motivations of Taiwanese FIT travelers are mainly on seeking novel things and releasing pressure, majority of pull motivations are convenient transport, excellent travel service quality and beautiful natural scenery. (2) The satisfaction and loyalty of Taiwanese FIT travelers are high, it reveals the value of traveling to Japan. (3) Either push or pull theory had prominent influence on satisfaction
| Identifer | oai:union.ndltd.org:TW/099KUAS8720024 |
| Date | January 2011 |
| Creators | Chou, CChou, Chia-Ju, 周佳如 |
| Contributors | Wang, Ming-Yuan, 王明元 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 0 |
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