The Influence of Travel Attraction and Constrain on China Individual Travelers Come to Taiwan

• Main Authors: Yu-hsuan Yang, 楊于萱
• Other Authors: Li, Chi-Hua
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/j79c6j

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 101 === After the reform and opening-up of China, the rapid development of economy and inward flood of foreign capitals bring lots of job opportunities, which increases people's income significantly; thus people have the ability to travel around. In the past, tourists from Mainland China have to visit Taiwan via Tour Groups; however, along with the frequent and friendly exchanges between both sides of the Straits, the policy of Independent Travel to Taiwan for tourists from Mainland China has been put into effects since June 28th, 2011. Although citizens of more than thirteen cities are eligible to travel in Taiwan independently, it seems that it did not achieve the anticipated effect in the more than a year and half from its implementation. As regards factors affecting independent Mainland tourist, the objective cause is mainly the constraints of Taiwan's policies on Mainland China. Accordingly, this paper attempts to learn the subjective causes affecting the Mainland tourist not selecting the independent travel in Taiwan. From the perspective of characteristic of Mainland tourists, the author explores the differences between views on leisure constraints and tourism attractions, and their influences on Mainland tourists' participation wills of independent travel, so as to present hypotheses. The research subjects in this paper are mainly Mainland tourists who take part in package tour to Taiwan, with the questionnaires issued in the resting areas outside the Ever Rich Duty Free Shop in Neihu District, Taipei City. Considering the integrity of travel arrangements, the author selects the termination of the trip to send out the questionnaires. Taking questionnaire survey and face-to-face interviews, the author has issued 400 questionnaires, in which 386 returned are valid, with a valid recovery rate of 96.5%. After analyzing the received data, it finds: firstly, significant differences are found in the recognition of leisure constraints due to different characteristics of Mainland tourists; secondly, significant differences are also found in the recognition of tourism attractions due to different characteristics; thirdly, in terms of the leisure constraints to the participation wills, only the interpersonal constraints play a negative effect on Mainland tourists' wills of independent tourism; fourthly, the tourism attractions influence their wills positively; fifthly, the leisure constraints don't show great negative influences on tourism attractions. According to the paper, it may be the results of Mainland tourists' curiosities about Taiwan caused by time-and-space background that generate the attractions and brings about the increasing willingness of traveling to Taiwan. Based on the research findings, the paper presents suggestions to facilitate the government of formulating more competitive policies for the independent tourists from Mainland China, provides references that fit for tourists' expectations and demands for people engaging in tourism industry when planning and designing, and proposes new research directions for future researchers.