臺灣旅遊吸引力的決定因素:從西方遊客的觀點

Abstract

北美和歐洲的遊客來台量已經將近幾乎停滯了十年，而中國遊客卻出現了明顯的上升軌跡。本文的研究目的是要藉由深入的統計調查，確定來自歐洲和北美的20-30歲青年遊客的旅行因素。通過確定這些因素，台灣觀光局可以使用這些資訊來提高青年遊客來台旅行的滿意度，研究結果表示，安全性對於北美和歐洲的旅客有最高的滿意度，國內旅行和住宿都在青年遊客名單上得分很高，很少旅遊研究都集中在這兩個地區和年齡範圍，而本文提供了全新的見解。

North American and European tourist inflow to Taiwan has been nearly stagnant for almost a decade, while China’s tourists have seen a clear upward trajectory. This thesis aims to determine the travel factors that are preferred by youth tourists aged 20-30 from Europe and North America by using an in depth statistical survey conducted on tourists while visiting Taiwan. By determining these factors Taiwan’s Tourism Bureau can use this information to increase satisfaction rates in youth tourists visiting Taiwan. Findings suggest that security was the largest determinant of travel satisfaction for North American and European tourists when travelling. Domestic travel and accommodations both scored high on the list of preferences for youth tourists. Little tourism research has focused on these two regions and age ranges. This thesis provides new insights.