[[alternative]]Personalities, Traveling Motives, and Satisfaction - A case of Mainland Chinese and Japanese Tourists to Tainwan -

[[abstract]]In order to follow the trend of international tourism and to promote the development of Taiwan’s tourism, the Tourism Bureau of the Ministry of Transportation and Communications drew up the plan to “double tourists” in 2002. In addition to further develop the existing major markets, such as Japan, Hong Kong, Southeastern Asia, and America, the government has been actively encouraging people from Mainland China to pay a visit to Taiwan, showing that it also values the Mainland China market. This research focuses on tourists coming from Mainland China and Japan, which have different personalities and various traveling motives, exploring the relevance between the degree of satisfaction and the desire for revisit. Convenience sampling was adopted with 600 questionnaires sent out and 477 valid ones retrieved. The statistic analysis was conducted through the descriptive statistics, factor analysis, reliability analysis, multiple regression, and Pearson product-moment correlation. As to the traveling motives, the findings of this research show that the main push factor for tourists visiting Taiwan from Mainland China and Japan is to “experience a different life style” while “visiting famous scenic spots for culture and history” is the pull one. The research also found that significant differences can be observed among the traveling motives of these tourists, from Mainland China and Japan, with diverse nationalities, sexes, ages, and occupations. Regarding the degree of satisfaction, tourists from Mainland China and Japan have higher degree of satisfaction towards “tour guides’ service attitudes”, “tour guides’ professional knowledge and skills”, and “tour guides’ narration level”. Seventy percent of tourists have said they were satisfied or extremely satisfied. Likewise, the research found that significant differences can be observed among the degree of satisfaction of these tourists, from Mainland China and Japan, with diverse nationalities, sexes, ages, and occupations. Moreover, the research also shows that two variables, expenses of visiting Taiwan and traveling experiences, are significantly related to the degree of satisfaction concerning “language communication”, “accommodation”, “transportation”, “beaches”, “tour guides”, “hygiene and sanitization”, and “prices”. Various personality factors of the tourists coming from Mainland China and Japan are as well highly related to the traveling push factors, such as “enhancing interpersonal relationship”, “pursuing prestige”, “exploring knowledge”, “relaxation/ stimulation”, and “exercises/ adventures”. It is also remarkably related to the traveling pull factors such as “entertainment/ expenses”, “traveling quality”, “scenery/ natural resources”, and “high-tech image”. What’s more, the research also found that the various personality factors of tourists coming from Mainland China and Japan have significant relevance with the degree of satisfaction about “language communication”, “accommodation”, “transportation”, “travel agencies”, “beaches”, “tour guides”, “hygiene and sanitization”, “people’s attitudes” , “restaurants and shopping places”, “entertainment and equipment”, and “prices”. Strong correlations can also be observed, among tourists from Mainland China and Japan, between the traveling motives and the degree of satisfaction as well as the degree of satisfaction and the desire for revisit. It is hoped that this research can provide some references in promotion policies of Taiwan’s tourism for relevant government authorities and travel agencies and help the public further understand the traveling behavior of tourists from Mainland China and Japan.