根據觀光局資料顯示，從2010年開始，陸客的數量就已經遠超過日本等國家。本研究首先預了解陸客對台灣觀光旅遊的認知以及對於體驗行銷手法的感受。然後再針對全部滿意度問項採用灰色關聯分析進行整體滿意度績效分析。其次本研究採用主成分分析縮減問項變數，然後再用灰關聯分析整體滿意度績效，並且將整體滿意度績效值進行排序，再將此績效值結合主成分作為測試樣本資料，然後按照績效值大小平均區分為3類及4類，分別採用4種聚類分析方法對主成分進行聚類，並觀察它們的聚類績效及分類能力。
本研究針對269位來台旅遊大陸人士進行問卷，經由測試資料測試結果顯示，GK Cluster可獲得良好的聚類績效；分量回歸的Q0.25預測模型整體準確率高於其餘三種模型。結果發現，思考與情感體驗行銷策略會影響陸客對台灣觀光旅遊的滿意度，進而有高的重遊意願。本研究認為目前台灣觀光旅遊最吸引陸客的是—台灣的軟實力，也就是經營模式、產品創新、體驗活動、服務品質

Based on information released by the Tourist Bureau, since 2010, the number of Chinese tourists visiting Taiwan already far exceeded those from countries such as Japan. This study adopts an experiential marketing strategy in order to explore the influence of the satisfaction of Chinese tourists and their desire to return to Taiwan. First, this study conducted a questionnaire survey of mainland tourists and used grey relational analysis in grey mathematics to analyze the satisfaction performance of all satisfaction question items. Second, four cluster analysis methods are used to study the questionnaire data. Third, This study adopts an experiential marketing strategy in order to explore the influence of the satisfaction of Chinese tourists and their desire to return to Taiwan.
This study worked with 269 mainland Chinese tourists, the testing data testing results suggested that GK Cluster can obtain good cluster performance and good classification capabilities. The analysis results showed that other variables could also affect the overall satisfaction performance of mainland tourists, in addition to occupation and age. The overall predictive accuracy of quantile regression model Q0.25 was higher than that of the other three models. This study suggests that currently the most attractive attributes of Taiwan to Chinese tourists are: Taiwan's soft power, which include Taiwan’s operational model, product innovation, experience-driven activities, and service qualities.

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