The Research On Tourism Motivations And Constraints Of Wuhan Citizen's Traveling To Taiwan

On June,13,2008, in Beijing State Guesthouse Chen Yunlin(ARATS President) and Chiang Pin-kung (SEF chairman) signed "Across the Taiwan Strait charter flights summary of the talks" and "Across the Taiwan Strait on the mainland residents to Taiwan tourism agreement", which is the first agreement signed by leaders of two organizations since the first four agreements signed by Wang Daohan and Gu Zhenfu. This is a good beginning that indicates the changing and developing on the relations on cross-strait relations. Cross-strait sides reached an agreement on Mainland people's travelling to Taiwan,and achieved the dream. Under the situation, this paper choose Tourism motivations and constraints of Wuhan citizen's travelling to Taiwan as the research object and analyzes it, hoping it can offer certain reference for Taiwan open and guide behavior of tourist and transfer of tourists for mainland travel agencies and Taiwan tourism department.The paper adopts the questionaire method and the quantitative analysis to investigate,analyze and research the travelling motivations and constraints,then make the relative questionaire on the basis of the research findings on travelling motivaions and constraints.The paper analyzes the research results through SPSS,tells the factors of travelling motivations and constrainsts,and does statistic analysis on whether the demographic classifications have obvious differences on the main factors of travelling motivations and constraints. The travelling motivations why people in Wuhan travel to Taiwan are diverse,including the motivations to get relax themselves,to escape something,to find new things,to communicate with somebody,to develop themselves, to achieve something,to get the historical knowledge or to experience the nationality spirit.Among these,the motivations to find new things,to communicate with somebody,to achieve something are the most important factors of travelling motivations.The factors of travelling constraints can be divided into three kinds according to the research on it,they are intrapersonal constraints,interpersonal constraints and structural constraints,among these,the structural constraints is the most important.By the square analysis,It can be concluded that,in the demographic classifications,the gender has hardly effect on the travelling motivations and constraints,namely,the effects of the different genders are the same,the age,the marriage situation,the educational background,the career,the monthly income have great effect on the travelling motivations and constraints,It's obvious that the travelling motivations and its constraints are related to the people's individual background.From the above,the tourism department should pay more attention to the understanding of the subjective motivative factors why people in mainland travel to Taiwan,of course,they should strengthen their themselves attracts.Except for that,they should manage to diminish perceptional degree of constraints,and then transfer their travelling hope to the practical tourism behaviors.At the end of the paper, some suggestions were given on the reception of mainland citizens to Tainwan,Such as to manage to statisfy the needs of people from Wuhan,to Strengthen the travelling propagandas and the degree of communications,to reduce the degree of constraint which is caused by high price,and to enhance the cooperation and communication between Mainland and Taiwan.