Research On The Tourism Behavior Of Chinese Mainland College Students Studying In Taiwan

The opening of cross-strait shipping,air transportation and direct postal,greatly increased the number of mainland residents to travel.Among them,the college students who have been studying in Taiwan have also increased.At present,the mainland Taiwan college students is one of the major groups of Chinese mainland residents to travel,with short time and high frequency,strong capability of the main characteristics of tourism consumption in Taiwan,which has become an important growth point of Taiwan tourism consumer groups,has an important research value in the academic.In this paper,questionnaires,interviews and literature methods are used to investigate Mainland University Students and local residents in Taiwan.This article is divided into six parts,the first part is the introduction.This part first determines the purpose and significance,contents,methods and framework of the research,then makes a literature review of domestic and foreign literature on College Students’ travel behavior.The second part is the related concept and theoretical basis.This part defines the relevant concepts of consumer behavior,and takes the new consumer behavior theory,demand motivation behavior theory and stimulus demand theory as the theoretical guidance of this research.The third part is the general situation of Taiwan’s tourism market.This section introduces the general situation of tourism resources in Taiwan,the general situation of tourists to Taiwan in recent ten years,the analysis of Taiwan’s tourism income in recent ten years,and the analysis of Taiwan tourists’ tourism purpose.The fourth part is to study the tourism behavior of the mainland college students in Taiwan.This part includes the design and distribution of the questionnaire,the analysis of the reliability of the results of the survey and the analysis of the characteristics of the study on the behavior of the mainland college students.The tourism behavior of college students in Taiwan,training characteristics by using questionnaire and interview to collect training,travel behavior of college students the original data,then use SPSS and EXCE L software from the demographic characteristics,tourism decision-making,tourism consumption,Tourism Association,tourism satisfaction five aspects of statistical analysis.The fifth part,according to the results of the investigation,puts forward some suggestions on the development of the mainland college students’ tourism market.It is impossible to develop smart tourism,increase tourism infrastructure and strengthe n tourism market supervision,create distinctive tourism products,create favorable tourism environment and establish sustainable development guarantee system.The sixth part is the conclusion and the lack of research.This part expounds the conclusions of this study and the areas for future research to be improved.