摘要 在休閒旅遊風氣盛行的今日，國際觀光客已成為交通運輸業之主要客源，各國政府與業者面對日夜不息地湧入國門之旅客，如何針對各類型旅客消費行為之特徵，進而擬定良善之旅遊與行銷政策，滿足旅客需求之同時亦能充實本國之外匯收入，而作為一個主人的角色，瞭解國際旅客對於旅遊環境之觀感也實為刻不容緩之事。 本研究旨在利用統計分析方法探討來台觀光旅客之消費行為與對台旅遊環境之觀感。第一部分利用敘述統計方法略覽來台觀光旅客之消費金額和個人背景與旅遊特性之關係，使用卡方獨立性檢定與CHAID分析法檢視此些變數之顯著性與互動關係，目標為建立消費金額之比例勝算模型以預測各種屬性之旅客其消費傾向為何；第二部分以RIDIT法檢視來台觀光旅客對於台灣旅遊環境觀感是否有相異，進而針對滿意度較差之部分，以個人背景資料建立滿意度之比例勝算模型。最後根據此兩模型之結論，提出對政府與觀光相關產業之建議。 Abstract The tourism industry has been booming in recent year, and as a result, foreign tourists have become the main customers of the transportation industry. Therefore, it is vital for the government to come up with a well-planed marketing policy to satisfy customers’ needs. Successful policies will definitely benefit the economy. Besides, as a host, it’s our duty to understand how foreign tourists feel about our country. This study is to investigate the consumer behavior of foreign tourists and how they feel about Taiwan’s tourism environment using statistical analysis. For the first part, descriptive statistics are used to briefly overview the connection between foreign tourists’ background and how much money they will spend for their living expense in Taiwan. Also, chi-square test of independence and CHAID are used to examine the relationship between the variables in order to build up an appropriate proportional odds model of the consumer behavior of foreign tourists, so that foreign tourists’ consumption tendency is predictable in the future. For the second part, RIDIT is used to see if tourists see Taiwan’s tourism environment differently. As for those who gave more negative feedback, we use their personal background information to build up another proportional odds model of customer’s satisfaction.
