【摘要】：福建具有發(fā)展對(duì)臺(tái)旅游的基礎(chǔ)和優(yōu)勢(shì)，長(zhǎng)期以來構(gòu)成福建最大的入境旅游市場(chǎng)。2008年7月兩岸“三通”的全面開放和2010年ECFA的簽署將兩岸經(jīng)貿(mào)合作推向新的高潮，進(jìn)一步推動(dòng)了臺(tái)灣來福建旅游的游客量的持續(xù)增長(zhǎng)。近年來，隨著兩岸旅游交流的持續(xù)推進(jìn)，臺(tái)灣游客來閩旅游形式及旅游需求逐漸呈現(xiàn)多樣化的特點(diǎn)。但就目前福建對(duì)臺(tái)產(chǎn)品發(fā)展現(xiàn)狀來說，對(duì)臺(tái)產(chǎn)品類型單一，特色不明顯，旅游配套設(shè)施不完善，難以滿足臺(tái)灣游客多樣化的旅游要求。旅游偏好是影響旅游決策的重要心理因素，但從目前學(xué)術(shù)研究來看，多數(shù)學(xué)者從文化視角、“五緣”優(yōu)勢(shì)視角提出福建對(duì)臺(tái)旅游產(chǎn)品發(fā)展問題，卻很少考慮到游客的需求和偏好�；谝陨媳尘�，本研究從游客偏好的角度研究福建對(duì)臺(tái)旅游產(chǎn)品優(yōu)化問題，將有助于優(yōu)化現(xiàn)有福建對(duì)臺(tái)旅游產(chǎn)品，同時(shí)開發(fā)設(shè)計(jì)適銷對(duì)路的旅游產(chǎn)品，滿足新時(shí)期臺(tái)灣游客入閩多樣化的旅游需求，促進(jìn)福建旅游的發(fā)展，并在一定程度上促進(jìn)兩岸旅游的交流與合作。 本研究以旅游偏好理論為指導(dǎo)，在分析福建對(duì)臺(tái)旅游發(fā)展條件的基礎(chǔ)上，采用深度訪談和問卷調(diào)查的方法對(duì)臺(tái)灣游客旅游偏好問題進(jìn)行研究，運(yùn)用旅游心理學(xué)、旅游消費(fèi)行為學(xué)、旅游市場(chǎng)營(yíng)銷學(xué)等相關(guān)學(xué)科知識(shí)，從偏好的視角對(duì)潛在的和現(xiàn)實(shí)的臺(tái)灣游客到福建旅游的心理傾向進(jìn)行分析，并結(jié)合福建對(duì)臺(tái)旅游發(fā)展的實(shí)際現(xiàn)狀，提出福建對(duì)臺(tái)旅游產(chǎn)品的優(yōu)化對(duì)策。 本研究分為7部分，首先提出研究背景和國(guó)內(nèi)外研究現(xiàn)狀，提出本研究的問題和思路，并從旅游偏好的形成過程、旅游偏好與旅游決策過程的關(guān)系、旅游偏好與旅游動(dòng)機(jī)的關(guān)系及旅游偏好影響因素四個(gè)方面對(duì)旅游偏好理論進(jìn)行闡述，在此基礎(chǔ)上構(gòu)建了臺(tái)灣游客旅游偏好的分析模型，奠定了本研究的理論基礎(chǔ)；同時(shí)對(duì)福建對(duì)臺(tái)旅游產(chǎn)品、臺(tái)灣游客旅游偏好的概念進(jìn)行界定。其次，分析了福建對(duì)臺(tái)旅游發(fā)展進(jìn)程和福建對(duì)臺(tái)旅游發(fā)展條件，通過深度訪談及問卷調(diào)查的方法分析臺(tái)灣游客旅游產(chǎn)品選擇偏好及對(duì)福建旅游的認(rèn)知和出游選擇態(tài)度；在此基礎(chǔ)上對(duì)福建對(duì)臺(tái)旅游資源優(yōu)勢(shì)和福建對(duì)臺(tái)旅游產(chǎn)品現(xiàn)狀及存在的問題進(jìn)行分析；最后，針對(duì)福建對(duì)臺(tái)旅游產(chǎn)品存在的問題，以游客偏好為導(dǎo)向，提出福建對(duì)臺(tái)旅游產(chǎn)品應(yīng)深入挖掘?qū)ε_(tái)優(yōu)勢(shì)旅游資源的文化內(nèi)涵，實(shí)現(xiàn)傳統(tǒng)旅游產(chǎn)品的轉(zhuǎn)型升級(jí)；為游客偏好為導(dǎo)向，，構(gòu)建多樣化的對(duì)臺(tái)旅游產(chǎn)品；加強(qiáng)區(qū)域合作，增強(qiáng)旅旅游產(chǎn)品對(duì)臺(tái)吸引力；加強(qiáng)旅游產(chǎn)品要素的整合提升，提高產(chǎn)品附加價(jià)值的優(yōu)化對(duì)策。
[Abstract]:Fujian has the basis and advantage of developing tourism to Taiwan, and has long constituted Fujian's largest inbound tourism market. The full opening of the "three links" between the two sides of the strait in July 2008 and the signing of ECFA in 2010 have pushed cross-strait economic and trade cooperation to a new climax. Further promote Taiwan to Fujian tourism volume of sustained growth. In recent years, with the continuous development of cross-strait tourism exchanges, the tourist forms and demands of Taiwanese tourists to Fujian gradually show the characteristics of diversification. However, as far as the present situation of Fujian's products to Taiwan is concerned, the Taiwan products are of a single type, the characteristics are not obvious, and the tourist supporting facilities are not perfect, so it is difficult to meet the diversified tourist requirements of Taiwan tourists. Tourism preference is an important psychological factor influencing tourism decision-making. However, from the current academic research, most scholars put forward the development of Fujian tourism products to Taiwan from the perspective of culture and "five advantages". Little consideration is given to the needs and preferences of tourists. Based on the above background, the study on the optimization of Fujian tourism products to Taiwan from the perspective of tourist preference will help to optimize the existing Fujian tourism products to Taiwan, and to develop and design suitable tourism products. To meet the diversified tourism needs of Taiwanese tourists in Fujian in the new period, to promote the development of Fujian tourism, and to promote cross-strait tourism exchanges and cooperation to a certain extent. Guided by the theory of tourism preference, based on the analysis of the conditions of Fujian's tourism development to Taiwan, this study uses the methods of in-depth interviews and questionnaires to study the tourism preference of Taiwan tourists, and applies tourism psychology. From the perspective of preference, this paper analyzes the psychological tendency of potential and realistic Taiwanese tourists to visit Fujian, and combines with the actual situation of Fujian's tourism development. The optimization countermeasures of Fujian tourism products to Taiwan are put forward. This research is divided into seven parts. Firstly, the research background and the current research situation at home and abroad are put forward, and the problems and ideas of this study are put forward, and the relationship between tourism preference and tourism decision-making process is discussed from the forming process of tourism preference and the relationship between tourism preference and tourism decision-making process. The relationship between tourism preference and tourism motivation and the influencing factors of tourism preference are discussed in four aspects. On this basis, the analysis model of tourism preference of Taiwan tourists is constructed, which lays the theoretical foundation of this study. At the same time, the concept of Fujian tourism products to Taiwan, tourism preference of Taiwan tourists is defined. Secondly, it analyzes the process of Fujian's tourism development to Taiwan and the conditions of Fujian's tourism development to Taiwan, and analyzes the preference of Taiwan tourists' tourism product selection and their cognition and attitude towards Fujian tourism by means of in-depth interviews and questionnaires. On this basis, the advantages of Fujian tourism resources to Taiwan and the current situation and problems of Fujian tourism products to Taiwan are analyzed. Finally, aiming at the problems existing in Fujian's tourism products to Taiwan, the author points out that Fujian's tourism products to Taiwan should dig into the cultural connotation of tourism resources to realize the transformation and upgrading of traditional tourism products. To construct diversified tourism products for tourists' preference; to strengthen regional cooperation to enhance the attraction of tourism products to Taiwan; to strengthen the integration of tourism product elements and enhance the added value of products optimization countermeasures.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7

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