| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 103 === The tourists from Mainland China to Taiwan increase year by year. Mainland Chinese are the No.1 in inbound travel market of Taiwan, and Chinese FITs (Foreign Independent Traveler) are taking the higher and higher proportion since the project of FITs from Mainland China to Taiwan starts from 2011. More than 90% tourists who had been to Taiwan want to revisit this destination. Are there any other reasons apart from their prior touring experience affecting on tourists’ revisit intention? And with the rise of the Internet, travel websites become more and more important in travel industries. In this article, we take the travel website called “Go2tw” as an example to show how it succeeds from an NGO to a big commercial travel website among other travel websites in expressing the importance of “authenticity” which is a criteria in judging whether something is real or fake, argued by JH Gilmore and II Pine（2008）.
This study is conducted by in-depth interviews with 19 tourists who have come to Taiwan more than once or intended to revisit with the help of “Go2tw”and secondary data analysis of this website in qualitative researches, as well as comparing Go2tw with other similar travel websites.
Findings turn out to be that the authenticity of a destination, which constructed by a travel website, may have an impact on tourists’ revisit intention to this destination. Travel websites must try to be a “real-real” by both true to itself and true to others. The interaction between the website and the tourists, placemaking etc., also influence the revisit intention of the tourists. These results may provide some practical suggestions to travel industries in managing FITs from mainland China to Taiwan.
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