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British Journal of Management & Economics, ISSN: 2249 - 4413,Vol.: 1, Issue.: 2 (October-December)

Research Paper

Analyses of Region Preference and Tourist Satisfaction from China’s Outbound Tourists – An Empirical Study Conducted in Taiwan

Yung-Lun Liu1 and Pen-Fa Ko2*

1Department of Leisure and Recreation Management, Toko University, Puzih City, Chiayi County 61363, Taiwan;
2Graduate University, Chinese Academy of Sciences, Beijing, China.



The purpose of this study was to identify the key factors of tourism attraction in Taiwan and analyze tourism preference particularly by China’s outbound tourists and then address behavioral differences among visitors segments and separate the tourist visitations data to look at the preferences of visitors. The findings indicated that China’s outbound tourists’ preference to visit were “Natural Landscape,” “Art and Shows” and “Snacks and Specialties”. It was also found that China’s outbound tourists’ preference in sightseeing were “Natural Scenery” followed by “Geographical Landscape”. Finally, researchers proofed tourism attraction could be used as predictor of tourist satisfaction and willingness to revisit.

Keywords : Tourism attraction; region preference; willingness to revisit; China's outbound tourist;

Full Article - PDF    Page 61-82

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