The Research Of Optimizing Tourism Services On Both Sides Of The Taiwan Straits That To Convenient For Individual Visitors From Mainland China To Taiwan

It is carried out formally since June 2011 mainland residents to Taiwan region personal travel policy,has been divided into five batches opened a total of 47 mainland cities to Taiwan for personal travel.Along with a series of positive policies and facilitation measures,large-scale two-way tourism flow situation has been gradually formed,on both sides of the Taiwan cross-strait tourism,development of it also gradually entered the period of the new normal.At the same time,the mainland to Taiwan for individual tourists travel service such as information asymmetry of tourism,poor transport interchange is not convenient.Travel service awareness is an important aspect of tourism experience,free line of tourists to the tourist service facilities for more urgent.This article from the perspective of tourism,tourism geography and human geography discipline,take the convenience of city theory,regional cooperation theory,spatial interaction theory as the theoretical basis;take field survey as the main research methods,combining qualitative research and quantitative research together;take mainland residents to Taiwan for personal travel(" individual visit to Taiwan")convenient travel service awareness in the process of tourists in the tourism as the research object,finishing the domestic and overseas scholars' relevant research,the general situation of the related policies and current tourism situation about mainland residents to Taiwan for personal.Using the spss17.0 analysis questionnaire data,and find out the main characteristics of the individual tourists from the mainland to Taiwan.Found that there are some differences between tourists travel service awareness under different demographic characteristics and characteristics of different travel behavior;After dig deep interviews to find out in the process of individual visit on both sides of the main problems of tourism service,such as:complicated individual visit procedures,asymmetric information of tourism,single way of payment,some weakness on traffic accessibility between travel attractions,etc.From the perspective of policy,institutional and social aspects analyze the causes of these problems,for example: tourism procedure is complex,information,finance and other barriers on both sides of the Taiwan did not break,imperfect infrastructure,etc.Finally based on the above questions and take facilitating the mainland residents to Taiwan much free as purpose,put forward the travel service optimization strategy respectively from the perspective of policy,institutional and social level.Formulate tourism service policies to accelerate the process of cross-strait tourism facilitation;Break the barrier of the system to reinforce the cross-strait cooperation between tourism enterprises;Improve the local tourism service software and hardware facilities.