Study On The Effect Of Perception Of Tourism Safety On The Intention Of Travelling To Taiwan

Taiwan area is adjacent to Mainland China, and these two areas are connected bykinship. And rich tourism resources in Taiwan have been drawing great attractionfrom mainland residents. In recent years, the constant introduction of favorable travelpolicies for mainland residents travelling to Taiwan, making a rapid development oftravelling to Taiwan, the mainland residents travelling to Taiwan has been entering anera of mass travelling. In particular, the policy of “individual visit " to Taiwan sinceJune2011, has brought unprecedented opportunities for tour Taiwan. However, dueto geographical location, political and cultural differences and other reasons, varietiesof security problems in the process of mainland residents to travel frequently havebeen appeared, opposing a serious threat to tourists’ safety.Based on tourism safety and security research and the study of tourists’ behaviorhome and abroad, this paper focuses on tourism safety in Taiwan, taking Fujianresidents as example, trying to explore the effect of the perception of tourism safetyin Taiwan on travelling intention of the potential tourists by using the structuralequation model and the Theory of Planned Behavior. The paper aims to providingsuggestion on safety management for touring Taiwan and enrich study of travelbehavior.Research on the potential tourists to Taiwan find out that the tourism safetyperception level of potential tourists to Taiwan is generally high and the compositionof Taiwan’s tourism safety perception include the following4parts: the safetyperception of tourist activities, the perception of security management atmosphere,the safety perception of the natural environment,the perception of socialenvironment.Then, the paper puts out the research hypothesis on five largest variablerelationships among the tourism safety perception, the attitude of travelling toTaiwan, the subjective norm, the perceived behavioral control and the travellingintention to Taiwan, accordingly establishing a research model.The final empirical results indicate that the perceived level of tourism safety hasa direct positive impact on the travelling intention to Taiwan, and indirectly affects itby two major factors-the attitudes of travelling to Taiwan and the perceivedbehavioral control. Then the paper analysis how the sub-dimensions of tourism safety perception of touring Taiwan impact the attitude of travelling Taiwan, theperceived behavioral control as well as to the travelling intention to Taiwan, and thenexplores the differences of each variable based on tourists’ individual characteristics.The paper summarizes the research findings in the end, and proposescountermeasures to Taiwan tourism safety management, including: Mainland Chinashould effectively protect the quality and order of tourism to Taiwan; Taiwan areashould set up a harmonious tourism environment; the two sides should build tourismsafety cooperative management mechanisms. And then it reviews the limitations ofthis study and proposes a further outlook on future research directions.