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According to the World Tourism Organization (WTO), tourism industry has been the main way to earn money for many countries and it is considered as the star industry in 21th century along with technical industry. The statistic shows that the total income of tourism industry has grown from NT$3.905 hundred million to NT$4.081hundred million from 2007-2009 and the percentage of also has grown from 3.02% to 3.27% in the GDP (Taiwan Tourism Bureau, 2010). Tourism industry is not only the policy of our government but also is one of the indispensable factors of economical development in Taiwan.
In recent years, the interaction of Taiwan and China is more and more frequent and the tourists from China whose visit purpose is “sightseeing” accumulate to about two million from January to August in 2010. The number of tourists from China (about 8.2 hundred thousand) exceeds those from Japan (about 4.4 hundred thousand) and those from Hong Kong (about 3.9 hundred thousand). Comparing to the data in 2009, it grows for 148% and China have been the first source of Taiwan’s tourism industry. Therefore, how to make the best use of our advantages, seize the business opportunities, continue marketing our tourism industry, and build good quality and word-of-mouth is the priority of this research.
Therefore, the study chooses the tourists from Mainland China as samples. We bring up an integrative model and integrate Theory of Planned Behavior (TPB), Tourism image, Tourism affect and Perceived value to examine the visiting intention to Taiwan of tourists from Mainland China. We totally release 250 questionnaires, and get 222 back. The valid rate is 88.8%. Then, Structural Equation Model is adopted to examine the hypotheses. The results show that：(1). Tourism affect, Tourism image and Subjective norms have positive impact on Tourism attitude.(2).Tourism attitude, Subjective norms and Perceived behavior control have positive impact on Behavior intention.(3). Perceived value has positive impact on Revisit intention.
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