Zhengzhou City Residents To Taiwan Tourism Motivation And Influence Factors

Taiwan and mainland China are blood related and geographical neighbored. It is extremely rich in tourism resources, which strongly attracts the mainland residents. On June 28, 2011, with the start of the mainland residents to Taiwan to free, the tourists to Taiwan are rising sharply. At the end of 2013, the number of free walkers has reached 740000. There are more than 8 million inbound tourists to Taiwan in 2013, mainland tourists played the main role. Therefore, the mainland residents to Taiwan is a trend and difficult to stop. With the tourism motivation as the breakthrough point, this paper choose Zhengzhou people who are tend to Taiwan as the research object, analyze their personnel motivation, find out the influence factors, expecting provide some information for the Taiwan tourism and Taiwan tourism enterprises.This paper has investigated and analyzed the tourism motivation of Zhengzhou residents who tend to Taiwan with the methods of literature review, questionnaire survey and SPSS software analysis. First of all, it descriptively analyzes the basic features of the tourism cognition, the travel decisions and the tourist preference of the Zhengzhou people. Then through the factor analysis, the six major motivation factors of the Zhengzhou residents to Taiwan are found, which are pursuing new and dissimilation motivation, communicative motivation, development motivation, relaxing motivation, tracing the historical motivation and implement motivation. The pursuing new and dissimilation motivation, communicative motivation and the developing motivation are the most important, and have more influence.In descriptive analysis and variance analysis, the author concluded that safety is the first consideration of the tour to Taiwan. On the aspect of satisfaction, the most concern and dissatisfaction of Zhengzhou residents to Taiwan tourism is the public order and security. Consumers think that tourism development foreground to Taiwan is very good, the percentage of people willing to go to Taiwan tourism accounts for absolute advantage. Economy, time and the cross-strait relations are the main influencing factors. People under the age of 25 to Taiwan and the people of 51 to 61 -year-old have significant differences in communicative motivation, people monthly income for the "8001 Yuan" and the income for the "2001-4000 Yuan" people are enormously different on communicative motive evaluation. And the people with master’s degree and above are totally different with those with bachelor degree and college degree in communicative motivation and development motivation. Professional difference has a significant impact on development motivation and pursuing new and dissimilation motivation. On revisit intention, development motivation and tracing the historical motivation are the main motivation of being back to Taiwan again.After that, this paper summarized the study, and put forward some countermeasures and suggestions:strengthen the tourism security, strengthen the linkage mechanism, improve the propaganda dynamics level, upgrade the tourism products, Focus on different groups’ willingness to travel,promoting tourism service quality and level, and have the different travel packages;Finally, it pointed out the limitations of this study and discussed about Taiwan tourism motivation.