DOI: 10.5176/2251-3426_THoR1248
Authors: Che-Chao Chiang, Long-Yuan Lee, Yi-Min Li and Ke-Tien
Abstract: Understanding visitors’ motivations is now seen as a useful weapon for tourism marketers to increase their patronage and profits. Creating a better quality of destination experience to visitors is frequently recommended as a powerful strategy for tourism destinations by investigating systematic differences of particular determinant motivations for travelling across several visitor trip characteristics (Dolnicar and Grün, 2008; Dolnicar, 2004；Oppermann, 1997；Uysal and Hagan, 1993). An enhanced understanding of these differences among visitors groups allows this paper to recognize both first time and repeat visitors travelling to Taiwan for various business purposes. The paper employed the following statistic techniques: the exploratory factor analysis, t-test analysis to identify two different segments (first-time and repeat business visitors) among business visitors in the Taiwan business context. The results show that business visitors may have multiple motives for a single work related trip, including the motives of seeking educational values, exploration of the novel, career enhancement, and opportunity for travel. Interestingly, it can be noted that repeat business visitors were more likely to traveling with recreational associated reasons than these first timers, such as: see new things， experience different culture and sightseeing. The results are consequently used to develop potential marketing strategies for the Taiwan business tourism sector. Management implications and recommendations of the research are discussed.
Keywords: tourism motivations, exploratory factor analysis, business tourism, Taiwan
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