||According to “Outbound Departures of Nationals of the Republic of China by Destination, 2000-2005” investigated by Taiwan Tourism Bureau, Japan has been the second place for two years in succession, and all been positive rate of growth for five years in succession. As well in “2004 Survey of Travel by R.O.C Citizens” examined by Taiwan Tourism Bureau, asking Taiwanese about considering your capability now, what is the overseas destination that you want to go to? Japan is in the great majority (48.2%) .
In many Asian countries, such as Taiwan, Japan, Korea, and China, etc., the group package tour is one of the main modes of outbound travel. Taiwan Tourism Bureau investigated tourists go abroad for traveling in 2004, 47.8 % of them adopted “Group tour arranged through the travel agency”. On the other hand, in 2004 there are only 9.2 % of tourists chose “Self-arranged tours without any arrangement by a Taiwan travel agency”. In this study we examine these two types (Group tour arranged through the travel agency; Self-arranged tour without any arrangement by a Taiwan travel agency).
In the literature to date, few studies have focused on the Taiwanese’s motivation and their travel satisfaction to travel to Japan. In order to understand whether the different travel types affect travel motivation, travel satisfaction, and destination loyalty, we use travel type as moderator to examine the relationships among travel motivation, travel satisfaction, and destination loyalty.
The main results are as follows: (1) we realized Taiwanese who travel Japan have six push motivations and six pull motivations. In push motivations, intrinsic desires, the importance order is exciting, safety/fun, escaping, achievement, relaxation, family togetherness. Pull motivation is related with the attributes of the destination choices. Taiwanese went to Japan because of historic relics, festival activities, recreational facilities, democracy, night life, scenery of Japan; (2) travel motivation is positively related to travel satisfaction; (3) travel satisfaction is positively related to destination loyalty; (4) The relationship between push motivation and travel satisfaction is stronger for travelers adopt FIT than those join GPT; (5) The relationship between travel satisfaction and destination loyalty is weaker for travelers join GPT than those adopt FIT.