旅遊業已成為全球矚目的金礦產業，掌握遊客旅遊期望以提升遊客對於實際的知覺服務與滿意度可使旅遊業朝著永續並精緻的方向發展。本研究乃探討中國大陸遊客對於出境旅遊產品與服務的期望，以及遊客文化品味與其旅遊期望之間的關聯性。 本研究採問卷調查，共獲得530份有效資料。經由集群分析結果顯示，各集群內遊客的客觀社經條件與居住地並無法特徵。而遊客的文化品味程度越高，其對於旅遊期望亦越高，反之，若文化品味程度越低，則對於旅遊期望就會偏低。再者進一步運用結構方程式(SEM)進行驗證型因素分析以及路徑分析，其結果顯示，文化品味對於出境旅遊有顯著的影響關係。 Tourism industry is a gold industry around the world. By understanding tourists’ traveling expectation to enhance their perceived service and satisfaction, tourism industry can be sustainable and refined. This study probes into Chinese tourists’ expectation of outbound travel products and services, as well as the correlation between tourists’ cultural taste and traveling expectation. This study conducted a questionnaire survey, and retrieved 530 valid samples. According to clustering analysis, objective social and economic conditions and residential places of tourists in the clusters are not significant characteristics. When tourists’ cultural taste is higher, their travelling expectation is also higher, and vice versa. Confirmatory Factor Analysis and path analysis were conducted by SEM. The results indicated that cultural taste significantly influences outbound traveling expectation.
