Motivations and Satisfactions of Taiwanese Tourists Who Visit Australia

Abstract

This study explores the motivations of Taiwanese visitors to Australia and investigates the satisfactions they received from their visit. The study uses a push and pull approach to find 17 push motivations and 18 pull motivations for travel. ‘Travelling around the world’ was found to be the most important push factor, while ‘sunshine and scenery’ was regarded as the most important pull factor. An importance and performance analysis (IPA) using factors of motivations was applied to investigate the differences between the importance and performance of these motivations. Most motivation factors were delivered before and after the visit. Among the negative satisfactions, Taiwanese visitors felt that the price of goods was high, the destination did not provide good value for money, and the food was not varied enough. Several recommendations were provided for both Australian and Taiwanese tourism managers and authorities.