The outbound Chinese tourists (OCTs) are now becoming a mainstream of tourist resource and serving as a catalyst for economic growth in many countries. However, the literatures so far neglected their travel behavior, travel preference and destination choice. This study has focused solely on OCTs to address behavioral differences among visitors segments and separate the tourist visitations data to look at the preferences of visitors. There are two purposes in this study: First is to explore the key factors of tourism attraction in Taiwan to OCTs, and second to identify the factors of demographic and travel behavior characteristics on tourism attraction and explain how they affect the tourism attraction. The findings indicated that OCTs were most interested in sightseeing with “Natural Scenery”, followed by “Geographical Landscape”. It also found the items that OCTs liked to tour were “Natural Landscape”, followed by “Art and Shows” and “Local Snacks and Specialties”.
Key words: Demographic characteristics, travel behavior characteristics, tourism attraction, outbound Chinese tourists
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