| Summary: | 碩士 === 佛光大學 === 管理學系 === 102 === In recent years, Taiwan Government's gradual relaxation of controls on Mainland residents ' in visiting Taiwan. Due to Mainland China's rapid economic development, the number of visitors from mainland for sightseeing grow up rapidly. Also, mainland visitors (hereinafter referred to as mainland tourists) travel rising power consumption, are hoping to catch the huge business opportunities in the tourist districts. Ilan tourism behavior gradually changed from the tunnel opening, friendly makes convenience for mainland tourists came to Ilan. Therefore, the China Tourism Law on October 1, 2013, the opportunity of attracting more tourists from Mainland, is the main motivation of this research.
This study design open questionnaire based on service management tool－7P for in-depth interview with Ilan hospitality (including catering and hotel) owners. Based on the four dimensions of the Balanced Scorecard (BSC), eight propositions are constrcted through text encoding and keyword analysis. The findings show, the critical topics of affecting the tourists of China including traffic, marketing, distinctive creation, and complementary management of the local Government.
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