Study On Tourism Products Optimization Of Fujian To Taiwan Based On Visitor Preferences

Fujian has the basis and advantages of developing tourism to Taiwan, it has constituted thelargest inbound tourist market for a long time. In July2008, the "three links" opening up and thesigning of the ECFA in2010have promoted the cross-strait economic and trade cooperation to anew high tide, further increasing the numeral of visitors traveling from Taiwan to Fujian. In recentyears, with development of the tourism on both sides of the Taiwan straits, the form and thedemand of Taiwan visitors to Fujian has gradually diversified characteristic. However, as to thepresent Fujian to Taiwan for product development present situation, to a single product variety, thecharacteristic is not apparent, tourism facilities are not perfect, hard to meet the requirements ofthe Taiwan visitors' diversification tourism. Tourism preference is the important factors affecttourism psychological decisions, but from the current academic research, we can see that mostscholars from the perspective of culture,"five the reason" the advantage of a proposed perspectiveof Fujian tourism product development, but rarely considering the needs and preferences oftourists. Based on the background above, this research from the perspective of Fujian touristspreference on Taiwan tourism product optimization problem, it will help to optimize the existingTaiwan tourism products, at the same time, the development of design readily marketable tourismproducts to meet the demand of Taiwan visitors the diversity of Fujian inbound tourism in the newperiod, promoting the development of tourism in Fujian, and to a certain extent, promoting theexchanges and cooperation in cross-strait tourism.This paper use the tourism preference theory as guidance, on the basis of analyzing theTaiwan tourism development condition in Fujian Province, using depth interview andquestionnaire method to research the tourism preferences to Taiwan tourists, using the touristpsychology, tourism consumer behavior, tourism marketing and related discipline knowledge,from the perspective of preference analyzing the tourism psychological tendency to the potentialand realistic Taiwan visitors, and combined with the status from development of Taiwan tourismin Fujian, and finally put forward the optimization countermeasures of Taiwan tourism product inFujian.This research is divided into seven parts, first part proposed the background and researchstatus from domestic and abroad, put forward the problems and ideas, and expounded the tourismpreference theory in four aspects, as follows, the formation process of tourism preference, therelationship between tourism preference and the tourism decision-making process, the relationshipbetween tourism preference and tourist motives, and the influence factors to tourism preference.On the basis of that, built the Taiwan tourism model analyzes the tourism preference, which laidthe foundation of this study theory. At the same time, it made definitions for both Taiwan tourismproducts in Fujian and the concept of Taiwan visitors' tourism preference. Then, the articleanalyzes the development process of tourism from Fujian to Taiwan and the tourism developmentconditions to Taiwan, through the depth interview and questionnaire survey method to analyze theTaiwan tourism product preferences, the awareness on Fujian tourism and the travel attitude. Onthe basis of it, analyzing the advantages on the tourism resource from Fujian to Taiwan, theTaiwan tourism product status and the existing problems; Finally, according to the existingproblems in Taiwan tourism products, taking the visitors' tourism preference as a guide, putsforward to Taiwan tourism products should be explored deeper into the cultural connotation in thebeneficial tourism resources, realizes the transformation of traditional tourism products upgrade; takes tourists preference as the guidance, building the diversification of Taiwan tourism products;Strengthen regional cooperation, enhance the appeal of trip to Taiwan; Strengthen and improve theintegration of tourism, increase the optimization countermeasures to the product additional value.