| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 102 === Abstract
Taiwan Government began the policy of China tourists visiting in Taiwan directly from mainland China to Taiwan in 2008. The number of tourists has increased for the past five years. The group visitors increase from 300 persons every day five years ago to the current limit of 3000 persons every day. The individual visitors are almost 3000 persons every day now. This research is trying to find out the symbols of Taiwanese cultures and images which may be of interest to visitors from China by analyzing questionnaires completed by China visitors. The questionnaires are designed by collecting items of Taiwanese cultures、reading releative books and documents and interviewing the common people about the images of Taiwan, including Taiwan residences and foreigners.
174 valid questionnaires have been finished and returned by the China visitors who have ever visited Taiwan in the form of group or individual tours.
The outcomes of this research were as following:
1. The top ten items of the most popular cultural images for China tourists are 101 building, pineapple pastry, night market snacks, the Palace Museum, 101 fireworks show, pearl milk tea, Matsu holy pilgrimage, songs in language Taiwanese, traditional Chinese characters, and aborigine.
2. The favorite of Taiwanese cultures and images are gourmet, cultural facilities, life experiences, Taiwanese brands, creative arts, buildings, events, and folk beliefs.
3. To explore the demographic variable difference to Taiwanese cultures and affections, some have obvious difference.
Key words：Taiwanese cultures、Taiwan images、China tourists、
Cultural affection
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