本研究旨在了解韓國來臺自助旅客概況，包含人口統計、旅遊特性、觀光吸引力、旅客幸福感及重遊意願等。並且進一步探究人口統計變項及旅遊特性對觀光吸引力之差異情形以及觀光吸引力、旅客幸福感及重遊意願之因果關係。本研究問卷發放分為紙本及網路問卷，紙本問卷於2019年12月16日至2019年12月25日發放，有效回收133份；網路問卷於2020年12月27日到2020年2月21日發放，有效回收256份，共計389份。研究結果，韓國來臺自助旅客女性多於男性、未婚多於已婚、職業以學生最多、年齡以29歲以下最多，教育程度以大學畢業最多、月收入以100萬韓幣以下最多。來臺停留天數多為4~5天，第一次來臺灣旅遊的人居多，旅遊人數以「2人」居多，同行者以「朋友」最多，資訊來源以「網際網路」最多。每人機票花費平均約為新臺幣7,300元，每人每晚住宿費平均約為2,200元，每人其他支出約為6,700元。來臺灣最想買的產品最多是牛軋餅、鳳梨酥、芒果凍，來臺灣最想吃的食物是小籠包、牛肉麵、火鍋，最多人在臺灣參加的活動有逛夜市、購物、放天燈等。來臺必去景點前三名是九份、臺北的各大夜市、臺北101；在臺訪問景點前三名是西門町、臺北的各大夜市、九份/金瓜石；最喜歡的景點前三名是九份、淡水、野柳；下次想去的景點前三名是高雄、花蓮、臺中。觀光吸引力構面以「友善環境」最高分，旅客幸福感以「我認為臺灣的觀光很棒」題項最高分、重遊意願以「我會向他人訴說臺灣的美好」題項最高分。結果顯示觀光吸引力對旅客幸福感、旅客幸福感對重遊意願、觀光吸引力對重遊意願，皆有顯著的正向影響。

The purpose of this study is to understand the general situation of free independent tourists from Korea to Taiwan, such as demographics, tourism characteristics, destination attractiveness of Taiwan, tourists’ well-being, and revisiting willingness. Furthermore, this study explores the differences between demographic variables and tourist characteristics of destination attractiveness, and the causes and effects of destination attractiveness, tourists’ well-being, and revisiting willingness.
The survey was performed both offline and online. The offline questionnaires were distributed from December 16 2019 to December 25 2019, and 133 effective samples were collected within the period. The online survey took place from December 27 2019 to February 21 2020. 256 samples were effective, for a total of 389 samples. The demographics of this survey consisted more women than men, and more singles than married ones. Also, majority of the subjects’ professions were students, under 29 years old, university graduates, and their monthly salary was less than 1 million won. The number of days to stay in Taiwan was usually 4 to 5 days. Most of the subject visited Taiwan for the first time, by "2 people", with "friends", and most of the information sources of the subject were "internet". The average airfare per person was around NT$7,300, the average room rate per night was around NT$2,200, and other costs were around NT$6,700. The most desired products to buy in Taiwan were nougat crackers, pineapple cake, and mango jelly. Moreover, from the subjects’ perspective, Taiwan's most sought-after foods were xiaolongbao, beef noodles, and hot pots. The majorities of the subject participated activities were night market, shopping, flying the sky lanterns, and etc. The top 3 must-see spots in Taiwan were Jiufen, night market, and Taipei 101. The top 3 spots that the most Korean FIT visitors visited were Ximending, night market, and Jiufen, while the majority of Korean FIT visitors picked Jiufun, Tamsui, and Yeliu as their favorite spot; The top 3 places they are willing to visit were Kaohsiung, Hualien, and Taichung. Among the attributes of destination attractiveness, "friendly environment" got the highest score, while among the attributes of tourists’ well-being, "I think tourism in Taiwan is wonderful" got the highest score. And "I want to convey the beauty of Taiwan" got the highest score among the attributes of revisiting willingness. The results show that there is positive correlation between the destination attractiveness and the tourists’ well-being, as well as between the tourists’ well-being and revisiting willingness.

王正瑋 (2013)。遊客目的地意象、旅遊滿意度與行為意圖之研究─以馬祖地區為例 (未出版碩士論文)。國立臺灣師範大學，臺北市。
交通部觀光局 (2016)。「2016韓國市場臺灣觀光推廣會」出國報告。取自https://report.nat.gov.tw/ReportFront/PageSystem/reportFileDownload/C10502008/001
交通部觀光局 (2019)。2018年來臺旅客消費及動向調查。取自https://admin.taiwan.net.tw/Handlers/FileHandler.ashx?fid=3e1483e3-59be-474d-b7be-e63146961941&type=4&no=1
交通部觀光局 (2020a)。2019年歷年來臺旅客統計(1956~ )。取自https://admin.taiwan.net.tw/Handlers/FileHandler.ashx?fid=3349dc96-d267-44dd-86d4-1149a71dc430&type=4&no=1
交通部觀光局 (2020b)。中華民國108年觀光統計年報。取自https://admin.taiwan.net.tw/Handlers/FileHandler.ashx?fid=b9822147-fd02-4dda-a283-281c0d2321eb&type=4&no=1
交通部觀光局 (2020c)。2019年來臺旅客居住地分析統計。取自https://admin.taiwan.net.tw/Handlers/FileHandler.ashx?fid=9377b341-6c7d-4c08-8de6-b6704d196cdd&type=4&no=1
吳明隆、涂金堂 (2014)。SPSS 與統計應用分析。臺北市：五南圖書。
吳潔萍 (2013)。運動舞蹈愛好參與者深度休閒及主觀幸福感之研究 (未出版之碩士論文)。國立臺灣師範大學，臺北市。
李貽鴻 (2003)。觀光學導論。臺北市：五南圖書。
杜殷瑢 (2009)。臺南古蹟遊客旅遊動機、滿意度與認同度關係之研究 (未出版碩士論文) 。國立臺灣師範大學，臺北市。
邢占軍 (2005)。對主觀幸福感測量的反思。本土心理學研究，24，301-323. doi: 10.6254/2005.24.301
阮氏艷翠 (2015)。越南順化古都目的地意象、觀光吸引力與滿意度之研究-以越南籍遊客為例 (未出版碩士論文)。國立臺灣師範大學，臺北市。
初昌樂 (2009)。女性海外自助旅遊者生活型態, 涉入程度與主觀幸福感之研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
金宰成 (2015)。旅遊訊息、旅遊意象對旅遊意願之研究 - 20到40歲潛在的來臺韓國旅客為例 (未出版碩士論文) 。輔仁大學，新北市。
施建彬、陸洛 (譯) (1997)。幸福心理學。臺北：巨流圖書。(Argyle, M., 2002)
范欣宜 (2008)。臺北市立動物園遊憩吸引力與遊客滿意度、忠誠度之關係研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
張珮妮 (2019)。東南亞旅客對溫泉區的觀光吸引力, 幸福感及重遊意願之研究-以新北投溫泉區為例 (未出版碩士論文)。國立臺灣師範大學，臺北市。
張淑青 (2004)。澎湖套裝旅遊服務品質之研究。觀光研究學報，10 (2)，111-125。
莊右孟 (2009)。大陸觀光客對日月潭國家風景區旅遊動機、旅遊意象、旅遊滿意度與旅遊忠誠度關係之研究 (未出版碩士論文)。靜宜大學。臺中縣。
陳水源 (1988)。擁擠與戶外遊憩體驗關係之研究─社會心理層面之探討 (未出版碩士論文)。國立臺灣大學，臺北市。
陸洛 (1998)。中國人幸福感之內涵、測量及相關因素探討。國家科學委員會研究彙刊：人文及社會科學， 8(1)，115-137。
曾光華 (2010)。行銷管理：理論解析與實務應用 (第四版)。新北市：前程文化。
黃美琪 (2012)。八卦山大佛風景區對遊客的吸引力、滿意度與重遊意願之研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
楊慶晟 (2015)。國人至沖繩旅遊觀光吸引力、滿意度及重遊意願之研究 (未出版碩士論文)。國立雲林科技大學，雲林縣。
鄭憶萍 (2009)。日本來臺旅客觀光行為、旅遊滿意度與重遊意願之研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
蕭湘勻 (2006)。臺南市夜市遊憩吸引力與遊客滿意度、忠誠度之研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
謝凱惠 (2013)。臺灣對馬來西亞華人旅客觀光吸引力、旅遊滿意度與重遊意願之研究 (未出版碩士論文)。國立臺灣師範大學，臺北市。
Andrews, F. M., & Withey, S. B. (1976). Social Indicators of Well-Being. New York, NY: Plenum Press.
Argyle, M., Martin, M., & Crossland, J. (1989). Happiness as a function of personality and social encounters. In J. P. Forgas, and J. M. Innes (Eds.), Social Psychology: an international perspective (pp.189–203). North Holland, Netherlands: Elsevier Science Publishers.
Argyle, M., Martin, M., & Lu, L. (1995). Testing for stress and happiness: The role of social and cognitive factors. Stress and emotion, 15, 173-87.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Bradburn, N. M. (1969). The structure of psychological well-being. Chicago, IL: Aldine Press.
Brickman, P., Coates, D., & Janoff-Bulman, R. (1978). Lottery winners and accident victims: Is happiness relative?. Journal of personality and social psychology, 36(8), 917-927.
Campbell, A. (1976). Subjective measures of well-being. American psychologist, 31(2), 117-124. doi: 10.1037/0003-066X.31.2.117
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of marketing research, 2(3), 244-249.
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4) , 1115-1122.
Chen, Y., Lehto, X. Y., & Cai, L. (2013). Vacation and well-being: a study of Chinese tourists. Annals of Tourism Research, 42, 284-310.
Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism management, 29(4), 624-636.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19(4), 491-504.
Cockburn, C., & Wilson, T. D. (1996). Business use of the world-wide web. International journal of information management, 16(2), 83-102.
Cracolici, M. F., & Nijkamp, P. (2008). The attractiveness and competitiveness of tourist destinations: A study of Southern Italian regions. Tourism Management, 30(3), 336-344.
De Vos, J., Schwanen, T., Van Acker, V., & Witlox, F. (2015). How satisfying is the Scale for Travel Satisfaction?. Transportation Research Part F: Traffic Psychology and Behaviour, 29, 121-130.
Deng, J., King, B., & Bauer, T. (2002). Evaluating natural attractions for tourism. Annals of Tourism Research, 29(2), 422–438.
Diener, E. D., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The satisfaction with life scale. Journal of personality assessment, 49(1), 71-75.
Diener, E., Suh, E. M., Lucas, R. E., & Smith, H. L. (1999). Subjective well-being: Three decades of progress. Psychological bulletin, 125(2), 276-302.
Driver, B. L. & Toucher, R. C. (1970). Elements of Outdoor Recreation Planning. Ann Arbor, MI: University of Michigan Press.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). New York, NY: Dryder.
Ettema, D., Gärling, T., Eriksson, L., Friman, M., Olsson, L. E., & Fujii, S. (2011). Satisfaction with travel and subjective well-being: Development and test of a measurement tool. Transportation Research Part F: Traffic Psychology and Behaviour, 14(3), 167-175.
Ferrario, F. F. (1979). The evaluation of tourist resources: an applied methodology. Journal of Travel Research, 17(3) , 18-22.
Filep, S. (2014). Moving beyond subjective well-being: A tourism critique. Journal of Hospitality & Tourism Research, 38(2), 266-274.
Formica, S., & Uysal, M. (2006). Destination attractiveness based on supply and demand evaluations: An analytical framework. Journal of Travel Research, 44(4) , 418-430.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
Gearing, C. E., Swart, W. W., & Var, T. (1974). Establishing a measure of touristic attractiveness. Journal of Travel Research, 12(4) , 1-8.
George, D., & Mallery, M. (2003). Using SPSS for Windows step by step: a simple guide and reference. (4th ed.). Boston, MA: Allyn & Bacon.
Gilbert, D., & Abdullah, J. (2004). Holidaytaking and the sense of well-being. Annals of Tourism Research, 31(1), 103-121.
Goodall, B., & Bergsma, J. (1990). Destinations: As marketed in tour operators' brochures. In Ashworth, G., & Goodall, B. (Eds.), Marketing Tourism Places (pp. 170‐192). London, UK: Routledge.
Gunn, C. A. (1988). Vacationscape: Designing tourist regions. New York, NY: Van Nostrand Reinhold.
Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. Marketing Science Institute, 6, 7-21.
Howard, J. Y. S., & Sheth, J. (1969). The Theory of Buyer Behavior. New York, NY: Wiley .
Hu, Y. & Ritchie, J. R. B. (1993). Measuring destination attractiveness: a contextual approach. Journal of Travel Research, 32(2), 25-34.
Kammann, R., & Flett, R. (1983). Affectometer 2: A scale to measure current level of general happiness. Australian journal of psychology, 35(2), 259-265.
Kim, H. B. (1998). Perceived attractiveness of Korean destinations. Annals of Tourism Research, 25(2), 340–361.
Kim, S. S., Lee, C. K., & Klenosky, D. B. (2003). The influence of push and pull factors at Korean national parks. Tourism management, 24(2), 169-180.
Kotler, P. (1994). Analysis, planning, implementation and control. London, UK: Prentice-Hall International.
Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control (9th ed.). New Jesery, NJ: Prentice Hall.
Kozak, M. (2001). Repeaters' behavior at two distinct destinations. Annals of tourism research, 28(3), 784-807.
Laws, E. (1995). Tourist destination management: issues, analysis and policies. New York, NY: Routledge.
Lee, C.F., Huang, H.I., & Yeh, H.R. (2010). Developing an evaluation model for destination attractiveness: Sustainable forest recreation tourism in Taiwan. Journal of Sustainable Tourism, 18(6) , 811-828.
Lew, A. A. (1987). A framework of tourist attraction research. Annals of tourism research, 14(4), 553-575.
Mayo, E. J., & Jarvis, L. P. (1981). The psychology of leisure travel. Effective marketing and selling of travel services. Boston, MA: CBI Publishing Company, Inc.
Middleton, V. T. (1989). Marketing implications for attractions. Tourism Management, 10(3), 229-232.
Milman, A. (1998). The impact of tourism and travel experience on senior travelers' psychological well-being. Journal of Travel Research, 37(2), 166-170.
Murphy, P., Pritchard, M. P., & Smith, B. (2000). The destination product and its impact on traveller perceptions. Tourism management, 21(1), 43-52.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4) ,460-469.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985) . A conceptual model of service quality and its implications for future research [Electronic version]. Journal of Marketing, 49(4) , 41-50.
Pizam, A., Neumann, Y., & Reichel, A. (1978). Dimentions of tourist satisfaction with a destination area. Annals of tourism Research, 5(3), 314-322.
Pullman, M. E., & Gross, M. A. (2004). Ability of experience design elements to elicit emotions and loyalty behaviors. Decision sciences, 35(3), 551-578.
Reitsamer, B. F., & Brunner-Sperdin, A. (2017). Tourist destination perception and well-being: What makes a destination attractive?. Journal of Vacation Marketing, 23(1), 55-72.
Reitsamer, B. F., Brunner-Sperdin, A., & Stokburger-Sauer, N. E. (2016). Destination attractiveness and destination attachment: The mediating role of tourists' attitude. Tourism Management Perspectives, 19, 93-101.
Ritchie, J. B., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. Wallingford, UK: Cabi.
Ritchie, J. B., & Zins, M. (1978). Culture as determinant of the attractiveness of tourism regions. Annals of Tourism Research, 5(2), 252-267.
Ryff, C. D. (1989). Happiness is everything, or is it? Explorations on the meaning of psychological well-being. Journal of personality and social psychology, 57(6), 1069-1081.
Ryff, C. D., & Keyes, C. L. M. (1995). The structure of psychological well-being revisited. Journal of personality and social psychology, 69(4), 719-727.
Shin, D. C., & Johnson, D. M. (1978). Avowed happiness as an overall assessment of the quality of life. Social indicators research, 5(1-4), 475-492. doi: 10.1007/BF00352944
Swan, J. E., & Combs, L. J. (1976). Product performance and consumer satisfaction: A new concept. Journal of marketing, 40(2), 25-33.
Swarbrooke, J. (2012). The Development and Management of Visitor Attractions. New York, NY: Routledge.
Taylor, S. E., & Brown, J. D. (1994). Positive illusions and well-being revisited: Separating fact from fiction. Psychological Bulletin, 116(1), 21-27. doi: 10.1037/0033-2909.116.1.21
Um, S., Chon, K., & Ro, Y. (2006). Antecedents of revisit intention. Annals of tourism research, 33(4), 1141-1158.
Var, T., Beck, R. A. D., & Loftus, P. (1977). Determination of touristic attractiveness of the touristic areas in British Columbia. Journal of Travel Research, 15(3), 23-29.
Veenhoven, R. (1991). Is happiness relative?. Social indicators research, 24(1), 1-34.
Vengesayi, S. (2003, Dec). A conceptual model of tourism destination competitiveness and attractiveness. Paper presented at the 2003 ANZMAC Conference (pp. 637-647), Adelaide SA, Australia.
Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: the PANAS scales. Journal of personality and social psychology, 54(6), 1063-1070. doi: 10.1037/0022-3514.54.6.1063
一般財団法人運輸政策研究機構 (2001)。觀光地づくりた向けた魅力度評價手法に關する調查報告書。日本：一般財団法人運輸政策研究機構。
国土交通省観光庁 (2010)。観光地の魅力向上に向けた評価手法調査事業報告書。Retrieved from https://www.mlit.go.jp/common/000126596.pdf
室谷正裕 (1998)。観光地の魅力度評価。日本：一般財団法人運輸政策研究機構。
한국관광공사 (2020a). 한국 관광 통계 연도별 통계 (1975-2019). Retrieved from https://kto.visitkorea.or.kr/file/download/bd/e30cdeb5-9676-11ea-b078-c370fc1f90d9.xlsx.kto
한국관광공사 (2020b). 2019년 12월 외래객입국·국민해외여행객 및 관광수입·지출 동향. Retrieved from https://kto.visitkorea.or.kr/file/download/bd/2311154b-5f6c-11ea-bc93-0f3adbc5b185.pdf.kto
통계청 (2020). 2019년 하반기 지역별고용조사 취업자의 산업 및 직업별 특성. Retrieved from http://kostat.go.kr/portal/korea/kor_nw/1/3/3/index.board?bmode=download&bSeq=&aSeq=381757&ord=1