| 摘要註: |
1980年後隨著中國改革開放,旅遊人數逐年增多,讓前往一探美麗面貌的遊客更是絡繹不絕。儘管目前觀光相當發達,但有關「西藏觀光旅遊」之研究甚少,也缺乏台灣觀光客至西藏旅遊的相關統計資料。故本研究主要以觀光客行為理論模式為根據,探討台灣至西藏的遊客,研究其個人特性、旅遊動機、行前期望、實際體驗及重遊意願之研究。本研究問卷共發放130份,有效問卷為124份,有效回收率為95%,研究方法以SPSS軟體作為資料分析工具,資料分析方法為描述性分析、獨立樣本t檢定、單因子變異數分析、成對樣本t檢定、卡方及相關分析。本研究的結果可發現西藏除了是個可以感受藏傳佛教濃郁的氣氛及當地的歷史文化外,至當地旅遊之動機也會因個人的特性而有所不同,且可依遊客行前期望及實際體驗後的差異性,及在當地所遇到的高山症反應症狀中的呼吸困難嚴重性,而影響日後重遊的意願。此研究結果可作為日後想至西藏旅遊的觀光客及旅遊相關單位未來規劃管理之參考。 With the reforming and opening-up policy after 1980 of China, Taiwanese tourist's arrival to Tibet has increased each year. Although recent tourism to Tibet is quite developed, the study on "Tourism in Tibet" is very rare, and the data regarding Taiwanese tourists to Tibet for touring is inadequate. Therefore, the study was constructed based on the theory of tourists traveling behavior intention model, and it mainly discussed correlations among factors of individual characteristics, tourism motivations, pre-trip expectation, actual experience, and revisiting willingness.In the study, 130 copies of questionnaires were completed, 124 were with validity and the validity of response rate was 95%. This study utilized SPSS Software as the tool for data analyses, include: descriptive statistics, t-test, One Way ANOVA, paired-sample test, Chi-square test and Pearson Correlation as means of data analysis. This study revealed that not only the Tibet can be a place where one may experience the vibe of Tibetan Buddism and local historical culture, but it also bring out different tourism motivations depending on each individual's characters. Moreover, tourist's revisiting willingness will be affected by differences between pre-trip expectation and actual experiencing, and their experiences of being illness. The result of this study could be the future reference for perspective Taiwanese tourists for Tibet tourism and any units of tourism management. |