本研究主要目的在於探討大陸旅客來台觀光參加套裝行程，對服務品質、滿意度、忠誠度及再度重遊意願的研究。根據問卷調查及資料分析結果顯示：「對台灣的好奇心」是吸引大陸來台觀光旅客前來台灣觀光旅遊主要原因，其次是為了「想了解台灣」，而大陸來台旅遊觀光旅客對旅遊資訊取得重要來源是通過宣傳廣告中獲得，來台旅遊目的主要是休閒渡假。 根據實證分析結果顯示：1. 購物品質中以「購物品質」為最高，其次為「購物價格」。2. 住宿餐飲中以「餐飲設施」為最高，其次為「住宿設施」。3.忠誠度中以「以推薦親友來台」為最高，其次為「再次來台」。4.消費中以「旅館」為最高，其次依序為「購物費」。5. 購物品質會顯著正向影響滿意度。6. 住宿餐飲會顯著正向影響滿意度。7. 滿意度會顯著正向影響忠誠度。8. 滿意度會顯著正向影響消費。 The purpose of this vesearch to explore the travel service quality satisfaction. Loyalty and Re-coming of the china mainlanders visiting Taiwan as a tourisy. According to the data analysis show that the main reason of china mainlanders visiting Taiwan as a tourist is ＂inquisitive about Taiwan＂ and ＂advertisements propaganda＂ is the main channel for travel information in Taiwan area. According to the result of analysis: 1. Among the shopping quality , shopping quality was the highest, followed by shopping price.2. Among the living and food, food was the highest, followed by living.3. Among the loyalty, recommendation of Taiwan traveling to relatives was the highest, followed by re-coming.4. Among the consumption, hotel was the highest, followed by shopping.5. Shopping quality has positive effect on satisfaction significantly.6. Living and food has positive effect on satisfaction significantly.7. Satisfaction has positive effect on loyalty significantly.8. Satisfaction has positive effect on consumption significantly.
