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題名 新南向之後的越南旅客在臺灣滿意度調查
Vietnamese Tourist Satisfaction In Taiwan After The New SouthBound Policy
作者 阮清秀
Nguyen, Thanh Tu
貢獻者 林月雲
Lin, Carol
阮清秀
Nguyen, Thanh Tu
關鍵詞 臺灣觀光
越南旅客
旅客滿意度
新南向政策
Taiwan tourism
Vietnamese tourists
Tourist satisfaction
New Southbound Policy
日期 2019
上傳時間 12-Feb-2019 16:01:43 (UTC+8)
摘要 新南向政策從2016年生效之後，越南旅客來臺灣的數量大幅度成長。本研究的目的在於了解越南旅客在台灣的滿意度以及其影響因素。旅客之滿意度由六個層面來衡量，包括基礎設施、文化特徵、語言障礙、物有所值、娛樂以及環境。接下來，通過對各種因素進行測試，找出對旅遊者的滿意度有影響的因素。測試包含五個因素：人口特徵、旅程之準備過程、旅行行為屬性、旅行前的期望和旅遊實際體驗。本研究採用定量方法。研究者通過問卷設計的方式進行調查，共收集到172份問卷，回卷者均為最近前往臺灣旅行並已回到越南的越南旅客。結果顯示越南旅客的滿意度相當高，尤其是在環境以及文化特徵層面，本研究也發現對旅客滿意度影響最大之因素是旅遊實際體驗。最後，本研究對政府及旅行社如何應用這個調查的結果提供建議，以及指引未來的研究者如何進相關主題的研究。
With the effect of New South Bound Policy in 2016, there has been a high increase in the number of Vietnamese tourists coming to Taiwan. The aim of this research is to find out the Vietnamese tourist satisfaction in Taiwan and the factors that affect it. The tourist satsifacion was measured by six dimensions, which are infrastructure, cultural features, language barrier, value for money, reacreation, environment. Then, the research tests various factors to find out which factors have an effect over tourist satisfacton. Five factors were tested, including demographic characteristics, preparation procedure for the trip, travel behavior attributes, expectation before the trip and tourist actual experience. The research follows a quantitative approach. It develops a questionnaire and uses it to collect data from 172 Vietnamese tourists who travelled to Taiwan recently and came back to Vietnam. The result showed that there is a high level of satisfaction among Vietnamese tourists, especially in the dimension of environment and cultural features. It was found that the expectation and actual experience factors have the most important influence over the overall tourist satisfaction. Finally, the research provides recommendations and suggestions for government and travel companies on how to best utilize this research, and for future researchers with regards to how new research on the same subject should be conducted.
參考文獻 Chinese
1. Truong （2017）。「新南向政策對越南出境觀光客掛台旅遊意願影響之研究」，靜宜大學觀光事業學系碩士論文。
2. 羅珮玲（2016）。開放陸客來臺對國人國內旅遊行為之影響。國立中央大學業經濟研究所在職專班碩士論文。
3. 謝琦強、莊翰華、曾宇良（2011）。台灣的全球化旅遊市場行銷策略初探。嶺東學報，29，P133 - 158。
4. 陳家瑜（2012）。國家觀光組織行銷策略對旅客態度影響之研究-- 以日韓市場為例。世新大學觀光學研究所（含碩專班）碩士論文。
5. 陳珮樺（2017）。韓國旅客來臺觀光現況與發展 。中國文化大學韓國語文學系碩士論文。

English
1. Akama, J. S., & Kieti, D. M. (2003). Measuring tourist satisfaction with Kenya’s wildlife safari: a case study of Tsavo West National Park. Tourism Management, 24, 73-81.
2. Aktas, A., Aksu, A. A., & Cizel, B. (2003). Tourist profile research: Antalya region. Tourism Review, 58(1), 34–40.
3. Mohammad, B. A. , Som, A. P. M (2010). An analysis of push and pull travel motivations of foreign tourists to Jordan. International Journal of Business and Management, 5(12), 41–50.
4. Arnould, E. J. & Price, L. L. (1993). River magic: extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24–45.
5. Shahrivar, R. B. (2012). Factors that influence tourist satisfaction. Journal of Travel and Tourism Research, 12, 61-79.
6. Błaśkiewicz, P., Cichoń, J., Kutyłowski, M., & Majcher, K. (2011). RFID electronic visa with personalized verification. Cryptology and Information Security Series, 6, 81-95. doi:10.3233/978-1-60750-722-2-81
7. Boulding, W., Kalra, A., Staelin, R. & Zeithaml, V.A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7‐27.
8. Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217. doi:10.1108/09596110110395893
9. Buckley, R. (2009). Ecotourism: Principles and Practices. CABI: Wallingford, UK.
10. Cooper, C. (2005). Tourism: Principles and practice (3rd ed). Harlow, England: Prentice Hall, Financial Times an imprint of Pearson Education
11. Cooper, C., & Hall, C. M. (2016). Contemporary tourism: An international approach (3rd ed.). Oxford: Goodfellow Publishers.
12. Jönsson, C., & Devonish, D. (2008) Does Nationality, Gender, and Age Affect Travel Motivation? a Case of Visitors to The Caribbean Island of Barbados. Journal of Travel & Tourism Marketing, 25(3), 398-408. DOI: 10.1080/10548400802508499
13. Cronin, J. J. & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 53‐66.
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Webpage
1. 2017 Annual Survey Report on Visitors Expenditure and Trends in Taiwan. (2017). Retrieved from https://admin.taiwan.net.tw/FileDownLoad/FileUpload/20180925173424069133.pdf
2. 2018 MERCER’S ANNUAL COST OF LIVING SURVEY. (2018). Retrieved from https://www.mercer.com/newsroom/mercers-24th-annual-cost-of-living-survey-finds-asian-european-and-african-cities-most-expensive-locations-for-employees-working-abroad.html
3. Desmond Choong and Dr. Yuwa Hedrick Wong. (2016). Mastercard Future of Outbound Travel in Asia Pacific (2016 to 2021) Report. Retrieved from https://newsroom.mastercard.com/asia-pacific/files/2017/01/Mastercard-Future-of-Outbound-Travel-Report-2016-2021-Asia-Pacific1.pdf
4. Global Travel Intentions Study.(2018) .Retrieved from https://usa.visa.com/travel-with-visa/global-travel-intentions-study.html
5. Taiwan Ministry of the Interior: https://www.moi.gov.tw/english/
6. Taiwan Ministry of Transportation and Communications: http://www.motc.gov.tw/en/
7. Taiwan Tourism Bureau: https://admin.taiwan.net.tw/
8. Vietnam National Administration of Tourism: http://www.vietnamtourism.gov.vn/english/
9. Vietnamese Planning and Investment Bureau: http://www.mpi.gov.vn/en/Pages/default.aspx
10. World Tourism Organization WTO: http://www2.unwto.org/
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363120
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363120
資料類型 thesis
dc.contributor.advisor 林月雲zh_TW
dc.contributor.advisor Lin, Carolen_US
dc.contributor.author (Authors) 阮清秀zh_TW
dc.contributor.author (Authors) Nguyen, Thanh Tuen_US
dc.creator (作者) 阮清秀zh_TW
dc.creator (作者) Nguyen, Thanh Tuen_US
dc.date (日期) 2019en_US
dc.date.accessioned 12-Feb-2019 16:01:43 (UTC+8)-
dc.date.available 12-Feb-2019 16:01:43 (UTC+8)-
dc.date.issued (上傳時間) 12-Feb-2019 16:01:43 (UTC+8)-
dc.identifier (Other Identifiers) G0106363120en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/122338-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 106363120zh_TW
dc.description.abstract (摘要) 新南向政策從2016年生效之後，越南旅客來臺灣的數量大幅度成長。本研究的目的在於了解越南旅客在台灣的滿意度以及其影響因素。旅客之滿意度由六個層面來衡量，包括基礎設施、文化特徵、語言障礙、物有所值、娛樂以及環境。接下來，通過對各種因素進行測試，找出對旅遊者的滿意度有影響的因素。測試包含五個因素：人口特徵、旅程之準備過程、旅行行為屬性、旅行前的期望和旅遊實際體驗。本研究採用定量方法。研究者通過問卷設計的方式進行調查，共收集到172份問卷，回卷者均為最近前往臺灣旅行並已回到越南的越南旅客。結果顯示越南旅客的滿意度相當高，尤其是在環境以及文化特徵層面，本研究也發現對旅客滿意度影響最大之因素是旅遊實際體驗。最後，本研究對政府及旅行社如何應用這個調查的結果提供建議，以及指引未來的研究者如何進相關主題的研究。zh_TW
dc.description.abstract (摘要) With the effect of New South Bound Policy in 2016, there has been a high increase in the number of Vietnamese tourists coming to Taiwan. The aim of this research is to find out the Vietnamese tourist satisfaction in Taiwan and the factors that affect it. The tourist satsifacion was measured by six dimensions, which are infrastructure, cultural features, language barrier, value for money, reacreation, environment. Then, the research tests various factors to find out which factors have an effect over tourist satisfacton. Five factors were tested, including demographic characteristics, preparation procedure for the trip, travel behavior attributes, expectation before the trip and tourist actual experience. The research follows a quantitative approach. It develops a questionnaire and uses it to collect data from 172 Vietnamese tourists who travelled to Taiwan recently and came back to Vietnam. The result showed that there is a high level of satisfaction among Vietnamese tourists, especially in the dimension of environment and cultural features. It was found that the expectation and actual experience factors have the most important influence over the overall tourist satisfaction. Finally, the research provides recommendations and suggestions for government and travel companies on how to best utilize this research, and for future researchers with regards to how new research on the same subject should be conducted.en_US
dc.description.tableofcontents CHAPTER 1: INTRODUCTION 1
1. Research background and motivation 1
2. Research objectives 3
3. Potential contribution 4
4. Structure of this study 5
CHAPTER 2: LITERATURE REVIEW 5
1. Definitions of terms 6
1.1. New Southbound policy 6
1.2. E-Visa 7
1.3. International tourism 8
2. Taiwan tourism industry 9
2.1. Tourism industry in Taiwan 9
2.2. Taiwan’s international tourists 10
2.3. International tourist expenditure in Taiwan 13
2.4. Overall international tourist satisfaction in Taiwan 14
2.5. Taiwan tourism promotion strategy in different countries 14
2.5.1. Taiwan tourism promotion strategy in China, Hongkong, Macao 15
2.5.2. Taiwan tourism promotion strategy in Japan 16
2.5.3. Taiwan tourism promotion strategy in Korea 17
2.5.4. Taiwan tourism promotion strategy in Vietnam 19
2.5.5. Summary 21
3. Taiwan – Vietnam relationship 22
3.1. General 22
3.2. Cultural similarity 23
3.3. Taiwan-Vietnam travel exchange 23
3.4. The increase in the number of Vietnamese tourists to Taiwan 25
3.5. Taiwan’s image in Vietnamese people 28
4. Outbound tourism industry in Vietnam 29
5. Tourist satisfaction 30
5.1. The importance of tourist satisfaction 31
5.2. Factors affecting tourist satisfaction and actual experience 32
5.2.1. Push and pull factors 33
5.2.2. Demographic characteristics 33
5.2.3. Preparation procedure for the trip 34
5.2.4. Travel behavior attributes 35
5.2.5. Tourist expectation 36
5.3. Relationship among actual experience at the destination, tourist satisfaction and tourist expectation 39
6. Research model 40
CHAPTER 3: RESEARCH METHODOLOGY 40
1. Methodological appropriateness 40
2. Measurements 41
3. Methods and techniques 42
CHAPTER 4: DISCUSSION AND FINDINGS 44
1. Demographic 44
1.1 Distribution 44
1.2 Demographic Discussion 46
2. Item statistics 46
3. Reliability 48
4. Preparation procedure for the trip 49
5. Travel behavior attributes 50
6. Correlation 51
7. Multiple regression analysis 52
7.1 Actual experience at the destination and tourist attributes 52
7.2 Tourist satisfaction, actual experience and expectation before the trip 54
8. ANOVA test 56
CHAPTER 5: CONCLUSTION AND SUGGESTIONS 58
1. Recommendations 59
1.1 For tourists 59
1.2 For travel companies 60
1.3 Taiwan government 60
1.4 Future research 61
2. Overall conclusion 62
REFERENCES 62
APPENDICES 69
Appendix 1: Online Application for R.O.C. (Taiwan) Travel Authorization Certificate 69
Appendix 2: Project for Simplifying Visa Regulations for High-end Group Tourists from Southeast and South Asian Countries 71
Appendix 3: Questionnaire (English – developed by the author) 774
Appendix 4: Questionnaire (English – cross translation by the author’s friend) 778
Appendix 5: Questionnaire (Vietnamese) 782		zh_TW
dc.format.extent 2639490 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363120en_US
dc.subject (關鍵詞) 臺灣觀光zh_TW
dc.subject (關鍵詞) 越南旅客zh_TW
dc.subject (關鍵詞) 旅客滿意度zh_TW
dc.subject (關鍵詞) 新南向政策zh_TW
dc.subject (關鍵詞) Taiwan tourismen_US
dc.subject (關鍵詞) Vietnamese touristsen_US
dc.subject (關鍵詞) Tourist satisfactionen_US
dc.subject (關鍵詞) New Southbound Policyen_US
dc.title (題名) 新南向之後的越南旅客在臺灣滿意度調查zh_TW
dc.title (題名) Vietnamese Tourist Satisfaction In Taiwan After The New SouthBound Policyen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Chinese
1. Truong （2017）。「新南向政策對越南出境觀光客掛台旅遊意願影響之研究」，靜宜大學觀光事業學系碩士論文。
2. 羅珮玲（2016）。開放陸客來臺對國人國內旅遊行為之影響。國立中央大學業經濟研究所在職專班碩士論文。
3. 謝琦強、莊翰華、曾宇良（2011）。台灣的全球化旅遊市場行銷策略初探。嶺東學報，29，P133 - 158。
4. 陳家瑜（2012）。國家觀光組織行銷策略對旅客態度影響之研究-- 以日韓市場為例。世新大學觀光學研究所（含碩專班）碩士論文。
5. 陳珮樺（2017）。韓國旅客來臺觀光現況與發展 。中國文化大學韓國語文學系碩士論文。

English
1. Akama, J. S., & Kieti, D. M. (2003). Measuring tourist satisfaction with Kenya’s wildlife safari: a case study of Tsavo West National Park. Tourism Management, 24, 73-81.
2. Aktas, A., Aksu, A. A., & Cizel, B. (2003). Tourist profile research: Antalya region. Tourism Review, 58(1), 34–40.
3. Mohammad, B. A. , Som, A. P. M (2010). An analysis of push and pull travel motivations of foreign tourists to Jordan. International Journal of Business and Management, 5(12), 41–50.
4. Arnould, E. J. & Price, L. L. (1993). River magic: extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24–45.
5. Shahrivar, R. B. (2012). Factors that influence tourist satisfaction. Journal of Travel and Tourism Research, 12, 61-79.
6. Błaśkiewicz, P., Cichoń, J., Kutyłowski, M., & Majcher, K. (2011). RFID electronic visa with personalized verification. Cryptology and Information Security Series, 6, 81-95. doi:10.3233/978-1-60750-722-2-81
7. Boulding, W., Kalra, A., Staelin, R. & Zeithaml, V.A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7‐27.
8. Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217. doi:10.1108/09596110110395893
9. Buckley, R. (2009). Ecotourism: Principles and Practices. CABI: Wallingford, UK.
10. Cooper, C. (2005). Tourism: Principles and practice (3rd ed). Harlow, England: Prentice Hall, Financial Times an imprint of Pearson Education
11. Cooper, C., & Hall, C. M. (2016). Contemporary tourism: An international approach (3rd ed.). Oxford: Goodfellow Publishers.
12. Jönsson, C., & Devonish, D. (2008) Does Nationality, Gender, and Age Affect Travel Motivation? a Case of Visitors to The Caribbean Island of Barbados. Journal of Travel & Tourism Marketing, 25(3), 398-408. DOI: 10.1080/10548400802508499
13. Cronin, J. J. & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 53‐66.
14. Dang, X.T. (2011). AEC, ECFA and Vietnam-Taiwan Economic Relations. In Taiwan - Vietnam Economic Cooperation: Moving Towards the 2015 Vision of ASEAN Economic Integration, Hanoi, Vietnam. Retrieved from http://www.aseancenter.org.tw/upload/files/outlook005-06.pdf.
15. Fastoso, F., & Whitelock, J. (2012). The implementation of international advertising strategies: An exploratory study in Latin America. International Marketing Review, 29, 313-315. DOI: 10.1108/02651331211229787.
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Webpage
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.005.2019.F08en_US