台湾旅客对大陆旅游产品的倾向性研究

台湾旅客是大陆旅游客源市场的重要组成部分。通过向从杭州萧山国际机场返台的台湾旅客发放问卷调查,了解了旅客旅游动机、旅游资讯渠道、旅游行程偏好等信息,据此可揭示旅客基本信息、旅游行为特征、旅游过程性评价等。在统计数据的基础上,结合目前台湾同胞赴大陆旅游的状态数据,提出相应的对策,在旅游团费设计、接触性旅游服务、咨询推广、旅游产品打造、旅游产品改造等方面设计改进方案。

Research on the Mainland Tourism Product Tendency of Taiwanese Passengers

Taiwanese passenger is an important component of the mainland tourism market. By releasing questionnaire surveys to tourists from Taiwan in Hangzhou Xiaoshan International Airport, tourist＇s motivation, tourist information channels, travel preference have been known. The profiles, behavior patterns, and satisfactions about traveling facilities of visitors from Taiwan have been presented. On the basis of the experimental data, combining with the state data of tourists from Taiwan, the article proposes the corresponding countermeasure, designs improvement scheme of travel tour, contact travel services, promotion booth, the exploration of tourism products, tourism products transformation.