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Tourists' Motivations; Cluster; Travel Satisfaction; Destination Loyalty
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The Study Of Clustering Of Taiwanese Tourists' Motivations To Hong Kong, Diann Newman, Ed.D., Yung-Kun Sung*, Hung-Sheng Lai, Wei-Ni Shyu
The Study Of Clustering Of Taiwanese Tourists' Motivations To Hong Kong, Diann Newman, Ed.D., Yung-Kun Sung*, Hung-Sheng Lai, Wei-Ni Shyu
Hospitality Review
Abstract
Driven by the political and economic forces of cross-strait, Taiwan has become one of the major source markets for Hong Kong tourism industry since 1987. The major purposes of this study were to investigate the following factors (1) The influential factors of travel motivation, (2) The clusters of travel motivations, (3) The marketing segmentation of clusters of Taiwanese tourists to visit Hong Kong. Through ten travel agents, self-report surveys were distributed to collect data from 366 Taiwanese travelers.
Hence, four push factors and six pull factors were identified as travel motivations through the factor analysis. Combined with the cluster …