碩士 / 國立臺灣大學 / 政治學研究所 / 100 / Chinese tourists have become the most eye-catchers of consumer groups in the world. Tourists from China to Taiwan not only enjoy their tour and sightseeing but also bring back souvenirs, showing amazing economical powers by means of their consumption behaviors. Standing at positions of tourism and retail business, consumption behaviors of Chinese tourists have turned into an important issue in the marketing and management. How to control their consumption behaviors and satisfactory properties, creating value of services to produce willingness of highly consumption and loyalty of revisiting have been an orientation for Taiwan’s travel agencies being worth thinking deeply about and trying efforts in tourism marketing.
The thesis subject to the space of scenic zone in North Cost focusing on Yeliou Scenic Area, Jinshan Old Street and Jiufen Old Street retail business as the scope of demonstration, selected sales persons who offered services to Chinese tourists for more than half year to explore at their observation Chinese tourists’ behaviors of shopping and consumption in Taiwan tour. There’re four aspects in this questionnaire: (1) Demand and consideration of Chinese tourists’ consumption in Taiwan; (2) Importance of Chinese tourists toward sales services in retail business; (3) Consumption characteristics for Chinese tourists on Taiwan’s tours; (4) Satisfactions of tourism and retail business about policy of tourists from China to Taiwan.
This study adopted EBM model of consumer decision process as main analysis structure to survey from Apr. to May, 2012 in total 300 questionnaires with response of 298. The data in questionnaire were analyzed with computer statistical software SPSS 18 to be in comparison of the averages based on analysis tools of one-way ANOVA (combined with LSD Post Hoc) and Independent-Samples t test, comparing if there’re differences in average marks from assessments of sales persons with different backgrounds.
The study based on observations of retailers found that the fist consideration of Chinese tourists’ consumption is “travel agency’s course arrangement” and “favorable price”. The most important factors for shop features and shopping scenario are “promotional activities in stores and storefronts” and “limited quantity and specialty of merchandise”, which are deemed as effective promotional measures. However, difficulties when offering services to Chinese tourists are “bad personal hygiene habits” and “bad manners/out of order”. Conformity behavior will be thought to be significantly affected by some external scenario factors and personal value (desire, vanity, etc.) by internal scenario factors.
Retailers in North Cost thought “costal provinces in southern China” obviously present consumption behavior of asking for discount and gift. “Provinces in northeastern China” and “costal provinces in eastern China” have highly consuming abilities. Female are the main proportion in male/female to make deals. Compared to other consumers in the neighboring Asian countries, Chinese tourists have the highest consuming abilities. “Travel agency’s cooperation” will play the key role to promote or affect Chinese tourists’ consumption on local tours in Taiwan.
In general, indication of poor perception about Chinese tourist travel groups, individual tour of Chinese tourist, or China policies from DPP and KMT reflects low average mark. “Increase of toilets” and reinforcement of “walking routes plan for tourists” are the most of all tourism facilities; “increase quota of tourists from China to Taiwan” and reinforcement of “tourist spots’ promotion” are important influences on each tourism policy.
According to the study, we’d like to suggest the government authorities as follows: (1) Creating friendly tourism environment and good quality services depend on jointly cooperation of government, travel agencies and tourism industries; (2) Malicious bull campaign should be avoided; operators’ self-discipline and public power’s interference will the basis of “uniform price” concept for long-term business; (3) Focus on “MIT” products in Chinese tourists’ minds to strengthen marketing package of Taiwan image; emphasize protection of food safety as well; (4) Travel agency and tour guide should conduct education and promote polite awareness to Chinese tourists before the tour; (5) Review ambivalence of local retailers and sales persons about “Chinese tourist on Taiwan’s tour”; (6) Urgent demand of local tourism construction from local retailers and sales person is worthy of emphasis by central and local government. This study is presented for academic circles and tourism industries’ references.
| Identifer | oai:union.ndltd.org:TW/100NTU05227030 |
| Date | January 2012 |
| Creators | FA-HUI SHEN, 沈發惠 |
| Contributors | 陳明通 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 261 |
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