大陆赴台自由行游客地方认同与休闲效益关系研究

台湾是许多大陆游客向往的休闲胜地, 大陆游客赴台自由行热度的持续升温, 这既给台湾带来巨大的旅游经济效益, 更可增进海峡两岸的民间交流和人民情谊。文章通过实证研究探讨大陆赴台自由行游客对台湾的地方认同及其在台从事休闲活动所获得的休闲效益等程度表现的差异性, 并检验地方认同与休闲效益间的相关性。研究表明, 大陆赴台自由行游客对台湾的地方认同以环境认同程度最高, 依恋程度最低, 其在台湾从事休闲活动所获得的休闲效益以社会效益最高, 生理效益最低;不同个人背景与游程规划的大陆赴台自由行游客在地方认同与休闲效益程度方面有显著的差异;地方认同与休闲效益间呈显著正相关且彼此间存在典型相关关系。研究成果可作为海峡两岸旅游职能部门及旅游企业完善休闲法规、环境与产品组合的参考。

A Study on the Relationship between Place Identity and Leisure Benefits for Individual Visitors from Mainland China to Taiwan

Taiwan is an aspirational leisure and tourism destination for many potential visitors from Mainland China. In recent years, the number of individual visitors from Mainland China to Taiwan has been constantly increasing. This not only has created significant economic benefits for Taiwan, but has also promoted greater cross-strait exchanges and increased understanding among the people on both sides. To date, there has been no published research about individual visitors from Mainland China to Taiwan and their leisure activities while staying in Taiwan. Through empirical analysis based on a questionnaire survey, this research explored differences in the basic characteristics and trip planning behaviors of individual visitors from Mainland China to Taiwan, and determined the relationships between place identity and leisure benefits. Individual visitors from Beijing, Shanghai and Xiamen were sampled and five departure ports in Taiwan were the survey locations for intercepting these individual visitors from Mainland China to Taiwan. The total number of valid questionnaires obtained was 376 and the valid questionnaire ratio was 92.8%. Item analysis was used to determine whether each item in the questionnaire could be retained. Exploratory factor analysis was applied to establish the construct validity of each questionnaire scale and reliability analysis tested the consistency among all questionnaire scales. One-way ANOVAs and Scheffé post hoc tests were conducted to detect differences in travelers’ basic characteristics and trip planning behaviors. Pearson product-moment correlation analysis tested the correlation between place identity and leisure benefits and canonical correlation analysis determined whether there was a canonical correlation between place identity and leisure benefits. The major research conclusions were as follows （1） for the place identity scale, “environment identity” was rated the highest and “attachment identity” lowest by the individual visitors from Mainland China to Taiwan; （2） for leisure benefits, “social benefits” had the highest rating and “physiological benefits” were rated the lowest by individual visitors from Mainland China to Taiwan; （3） there were significant differences in the degree of place identity and leisure benefits according to the basic characteristics and trip planning behaviors of individual visitors from Mainland China to Taiwan; （4） place identity had a positive and significant correlation with leisure benefits; and （5） place identity had a canonical correlation relationship with leisure benefits. These findings should enrich the theories and research methods related to place identity and leisure benefits. Future researchers should build upon the results of this study by conducting more diverse investigations with varied themes and topics. Furthermore, the research conclusions suggest that tourism administrations and tourism businesses in Mainland China and Taiwan must improve regulations, environmental conditions and product portfolios to maximize the leisure benefits and raise place identity levels for individual visitors from Mainland China to Taiwan.