Study on the Relationship between Tourism Image and Behavioral Intentions of Free Independent Tourist from China to Taiwan

ASIAIR > College of Management > Department of Leisure and Recreation Management > Theses & dissertations > Item 310904400/11536

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Title:	Study on the Relationship between Tourism Image and Behavioral Intentions of Free Independent Tourist from China to Taiwan
Authors:	Chen Yan-zhang
Contributors:	Department of Leisure and Recreation Management
Keywords:	tourism image;behavioral intention;independent trip
Date:	2011
Issue Date:	2011-09-30 01:01:55 (UTC+0)
Publisher:	Asia University
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.
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

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