Analyses of Region Preference and Tourist Satisfaction from China’s Outbound Tourists – An Empirical Study Conducted in Taiwan

The purpose of this study was to identify the key factors of tourism attraction in Taiwan and analyze tourism preference particularly by China’s outbound tourists and then address behavioral differences among visitors segments and separate the tourist visitations data to look at the preferences of visitors. The findings indicated that China’s outbound tourists’ preference to visit were “Natural Landscape,” “Art and Shows” and “Snacks and Specialties”. It was also found that China’s outbound tourists’ preference in sightseeing were “Natural Scenery” followed by “Geographical Landscape”. Finally, researchers proofed tourism attraction could be used as predictor of tourist satisfaction and willingness to revisit.