Study On The Perception And Attitude Of Taiwan Society To Mainland Residents’ Travel To Taiwan

At the 40th anniversary of the publication of the"Taiwan Compatriots",under the current situation of the integration of cross-strait,Taiwan authorities have been unable to confirm the"92 Consensus",a common political foundation embodying the one-China principle.The official communication mechanism has been in a state of stagnation,and economic,trade,cultural exchanges and other aspects have been affected,and tourism is also included.Mainland residents’ travel to Taiwan as one of the important non-governmental exchanges between Mainland and Taiwan will help strengthen cross-strait interactions,enhance mutual understanding between people from the two sides of the strait,deepen Taiwan’s social recognition of cross-strait peace development policies,and promote cross-strait institutionalization.Therefore,it is necessary to reveal the change mechanism of perception and attitude from the perspective of Taiwan society,explore the problems existing in the development of Mainland residents’tourism to Taiwan,and provide reference for the smoother cross-strait tourism exchange.Based on the existing research on social perception and attitude of tournsm destinations and Taiwan society’s perception and attitude towards Mainland residents’travel to Taiwan,this paper collects news related to Mainland tourists from three main newspaper media in Taiwan,using social network theory to create the analysis framework,ROST News Analysis Tool(V3.1)and ROST Content Mining 6.0 are used to extract high frequency words from news texts,and UCINET social network analysis software is used to analyze the centrality of the social network nodes and their role positions in the network.The social exchange theory,stakeholder theory and the fourth-order theoretical model of Doxey anger index are used to summarize the Taiwan society’s perception and attitudes’contents and characteristics of Mainland residents’travel to Taiwan and showing its changing mechanisms and exploring the underlying reasons behind the mechanism.The study found that Taiwan society’s perception of Mainland residents’travel to Taiwan can be summarized from five aspects:economy,social culture,environment.policy and industry.Perception also has the characteristics of changing with the dominant position of Taiwan’s two major political parties.Different political parties have different governance concepts and different tourism policies,tourism policies have a strong guiding effect on social perception.On July 18.2008,the first Mainland tourist delegation arrived in Taiwan.On June 28,2011,the two sides officially began to implement the"free travel"policy for Mainland residents to Taiwan.On January 16,2016,Cai Yingwen was officially elected as the leader of the Taiwan region and the important nine-in-one local elections in Taiwan on November 24,2018,the Taiwan society’s perception of Mainland residents’travel to Taiwan also experienced positive-negative-re-transformation into a positive phase.In the analysis of Taiwan society’s attitude towards Mainland residents’travel to Taiwan,the Doxey anger index fourth-order theoretical model is used.Based on the tourism stakeholder model under the cross-strait situation,the social exchange theory is applied to the Taiwan authorities and local administrations,tourism enterprises and the attitudes of ordinary people in Taiwan were analyzed separately.Among them,the attitude of the Taiwan authorities and local administrations depends on the political parties of the policy-makers;the attitude of tourism enterprises is determined by their participation in the;"one-stop"market operation model;the attitude of the ordinary people in Taiwan changes in line with the"anger index".In the historical background of cross-strait development,the alienation of identity makes the people familiar with Mainland China tourists but not close,lacks the"pleasure period",interprets from the perspective of social exchange theory,the attitude of the people is finally presenting the process of change in the"apathy"-"annoyance"-"antagonism".In addition,the paper still has some limitations.In the future,we can use the grounded theory,combine the relevant theories of cultural aspects such as identity,and broaden the research perspective.Based on this research,we will further carry out tourism research under the cross-strait situation.