Travel Behavior Analysis of China Mainlander Visiting Taiwan as a Tourist

This study found that the “the curiosity toTaiwan” was the most important reason of why they visited Taiwan. The study also indicated that the “the warmest hospitality from Taiwan residents” was the most satisfied travel experience.

By employing the logistic regression method, it revealed that the “ satisfied service items “ had significant effect for their revisiting. In addition, by applying the Structural Equation Model (SEM), a correlation analysis were established among the factors of the affordability and willingness of consumption、lifestyle and satisfaction of China mainlanders visiting Taiwan as a tourist.