| Abstract: | So far, tourists from mainland China still come to Taiwan as groups, and their
numbers are restricted. Under this kind of travel pattern, almost all itineraries are set
by travel agencies. Since the second half of the year 2011, cross-strait negotiation has
decided to allow independent mainland tourists to Taiwan. This study issued
questionnaires to the first batch of individual mainland tourists from Beijing and
Shanghai, hoping to understand the tourism image of Taiwan from the mainlanders’
who have been out of the country (including Taiwan), as well as the reasons they took
solo trips to Taiwan. We will discuss different categories of Chinese tourists, their
willingness of individual trips to Taiwan, and the different behavioral intents.
This study issued questionnaires during April 12 to 25, 2011, at the departure
lounges of Pudong Airport, Shanghai and Beijing Capital International Airport. A total
of 502 questionnaires were issued, and 450 valid questionnaires returned, with a
return rate of 89.64%. We eliminated those that didn’t complete all questions, and
those with inconsistent answers in opposite questions. The research results show:
1. The top three tourism images of Taiwan for Chinese tourists are: delicacies, natural
landscapes, and rich cultural atmosphere. The top three behavioral intents are:
sightseeing at famous attractions, visit National Palace Museum, and visit night
markets.
2. There is a significant difference between the tourists from Beijing and Shanghai in
their tourism images towards Taiwan. Shanghai tourists all show lower expectations
than Beijing tourists towards Taiwan’s living standards and cultural environment.
Those that have visited Taiwan significantly agree with Taiwan’s cultural environment
and the integrity of travel.
3. After lifting the ban, there is a significant difference in the age, income, and
education for those who are willing to come to Taiwan for the “entertainment and
cosmetic” experience.
4. Correlation analysis has shown that there is significant correlation between the
tourism images of Taiwan and the behavioral intents of taking individual trips. For
those who think Taiwan has a rich travel resources and high travel integrity, they are
willing to take in-depth trips and eco-tours in Taiwan. |
