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Behavior Intention of Japanese Female tourists on Chinese Gourmet Tour
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|摘要:||The purpose of this study is to examine Japanese female tourists on their gastronomic experience while visiting the main-land China or Taiwan. Significance of three factors - age, budget, and frequency on Behavioral Intention (consisting of Service Value, Satisfaction and Perceived Switching Barrier) has been investigated. Over 322 of Japanese female tourists, half of them are 38 years or older, who had visited Taiwan or main-land China were given questionnaires. They were asked to rate each of 22 measurement items regarding Service Value, satisfaction and Perceived Switching Barriers. The collected data have been analyzed using the ANOVA (analysis of variance) method and results indicate which of the three factors can segment the tourists. Moreover, they were categorized into four groups. The collected data showed the tourists were mostly satisfied with their gourmet tours in the mainland China or Taiwan besides they gave moderate to high ratings on most of the questions related to Service Value and Satisfaction. Low ratings were, however, given to the questions related to Perceived Switching Barriers since those gourmet tourists tend to change their destinations frequently regardless of their satisfaction. The survey also revealed that tourists with high budgets were more satisfied than tourists with low budgets. They expected “minimum” services regardless of their budgets as they did so in Japan.|
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