本文目的在籍由大陸觀光客來台旅遊動機、旅遊體驗滿意度、權益保障與重遊意願之分析，探討其因果關係，作為未來全面開放大陸觀光時相關權益保障。重遊意願與制度措施上之參考建議。本文以大陸人士來台旅遊者進行問卷訪談，總計發放380份問卷，回收346份，有效問卷回收率91.1 %，以描述性統計、信度分析及線性結構方程式(LI SREL)等方法進行資料分析。結果如下：受訪者之旅遊動機與滿意度、權益認知與滿意度，及滿意度與重遊意願皆有正向關係，唯大陸旅客來台觀光之旅遊動機與重遊意願，以及權益認知與重遊意願，僅透過滿意度達到間接關係。 The purpose of this paper is to make researches into current status of the travel motivation ; satisfaction of travel experience ; rights and revisiting willingness for the visitors coming from China to visit Taiwan and investigate the relation of variables . The population of this research is based on the visitors of China who meet the requirement of visitors of China who is qualified to come to Taiwan to visit , the questionnaire was sampled and investigated in Taiwan by stratified sampling . Subjects for this study consisted of 346 . We analyzed by descriptive statistics , reliability analysis and structural equation modeling (SEM). The conclusion of the research is summarized as fol1ows . The travel motivation and satisfaction , rights and satisfaction , satisfaction and revisiting willingness of visitors of China affect together positively and directly , only travel motivation and revisiting willingness , rights and revisiting willingness affect together positively and indirectly by way of media variable satisfaction as well .
