부산대학교 도서관

This study utilized a questionnaire, with Chinese tourists traveling to Taiwan as the subjects. A total of 450 questionnaires were issued for the sampling survey, and 407 valid questionnaires were collected, representing a valid response ratio reaching 90.44%. The marketing strategies, tourism impressions, customer satisfaction, and behavioral intentions of Chinese tourists traveling to Taiwan were analyzed to understand their opinions, and the correlation between each dimension was ascertained. Analysis results are as follows: marketing strategy has a significant positive effect on tourism impressions, customer satisfaction, and behavioral intentions; customer satisfaction has a significant positive effect on behavioral intention; tourism impression has a significant positive effect on behavioral intention and customer satisfaction; background variables result in significant differences in each dimension.