近年來，台灣政府致力於宣傳與推廣新南向觀光，故吸引東南亞多國觀光客來台觀光旅遊或商務考察，已成為台灣經濟發展的重要課題之一。台灣政府在觀光產業上以「多元開放、全球布局」的策略見效，是台灣不斷擴大旅遊市場的基石。台灣旅遊和酒店服務的需求日益增長，旨在滿足東南亞旅客的需求。馬來西亞旅客現在是東南亞第二大流入人口，本研究基於幾個變量探討馬來西亞旅行者的行為，專注在旅客滿意度及旅館業的再住宿意願。從2018年9月01至2019年1月31日於台中地區八家旅館發放問卷調查，合計發出 400 份，回收有效問卷達 385 份，回收率為 96.25%。研究結果顯示，價格，位置和旅館設施的結果對再宿意願有顯著影響。有趣的結果發現價格對於再訪或多訪台灣的旅客，與首次來訪的在住宿意願稍微不同。其研究結果可以提供給旅館業者行銷策略之參考依據。 In recent years, the government of Taiwan has been promoting its New Southbound Policy, including a concerted effort to attract travelers from Southeast Asian countries to Taiwan for tourism or business trips. The strategy of "pluralistic opening and global reach" is a cornerstone of Taiwan’s expanding in-flow tourism market. There is increasing demand for tourism and hospitality services in Taiwan designed to meet the needs Southeast Asian travelers. Malaysian travelers now constitute the second largest in-flow population from Southeast Asia. This study explores Malaysian travelers' behaviors based on several variables, focusing on customer satisfaction and repurchase intention in the hotel industry. A questionnaire was distributed to Malaysian travelers from September 01, 2018 to January 31, 2019 in eight hotels in Taichung, Taiwan. A total of 400 surveys were issued, and 385 valid questionnaires were returned, for a recovery rate of 96.25%. The results showed that price, location, and hotel facilities all have a positive impact on re-purchase intention. But interesting differences were uncovered regarding the relative weighting of these factors among first-time visitors in contrast to travelers who had made three or more trips to Taiwan, with price exerting less influence on repeat travelers. The paper discusses managerial implications of these findings in a wide variety of lodging contexts.
