[[alternative]]An Analysis of the Key Factors in the Purchase of Tourist Souvenirs by Taiwan

[[abstract]] 紀念品是旅遊產業重要的實體商品之一，由於旅遊紀念品是可讓遊客將旅遊回憶實體化之商品，故旅遊紀念品在旅遊產業中扮演十分重要的角色。近年來，隨著中國大陸遊客前往世界各國旅遊的風氣漸盛，且陸客強大的消費力也是旅遊商品重要的銷售對象，因此探討陸客在台旅遊時，影響其購買旅遊紀念品的因素，將有助於旅遊紀念品開發人員了解在設計旅遊紀念品的重要因素。 本研究首先以文獻分析法探討旅客購買旅遊紀念品時之各類考量因素，並分別以海峽兩岸的遊客為分析主體，並以重要度-績效分析法分別比較海峽兩岸消費者的共同點與差異性，藉此討論遊客購買旅遊紀念品各項考慮因素的重要程度，進一步分析個案商品的競爭優勢與優先改善項目。[[abstract]] Souvenirs is one of the most important products in tourism industry. Since souvenirs are actual objects that reminds people of all the memories and experience during the trip, they have always play a very important role in tourism industry. In recent years, traveling abroad to different countries in the world has gainsignificant popularity among Chinese tourists, and their purchasing power has made them an important target customer of tourism products. Therefore the research on the decision factors that affects Chinese travelers to buy souvenirs during their stay in Taiwan will help the souvenir developer understand the important factors when they design the products. This research first looks into the factors that affects traveler's decision to buy a souvenir by document analysis method, than analyze the tourist from both sides of the strait each as a main entity for importance-performance analysis, comparing their similarities and differences when making a purchase and to discuss the priority of each factor when they make the decision to buy a souvenir. This paper than goes further to analyze the competitiveness and favorability of each souvenir product and prioritize the improvement items on each souvenir product