Exploring the Destination Image of Mainland China Tourists to Taiwan by Word-of-Mouth on Web

After allowing direct flights from Mainland China to Taiwan, Chinese tourists increased according to Tourism Bureaustatistics. There are from 0.19 to 2 million tourists from 2008 to 2011. Mainland China has become the main source of Taiwan developing tourism industry. Taiwanese government should know more about comments from Chinese tourists to Taiwan in order toproperly market Taiwan tourism and enhance the overall quality of tourism. In order to understand Chinese visitors’ comments, this study adopts content analysis to analyze electronic word-of-mouth on Web. This study collects 375 blog articles of Chinese tourists from Ctrip.com as a database during 2009 to 2011. Through the qualitative data analysis the traveling destination imagesis divided into seven dimensions, such as senic spots, shopping, food and beverages, accommodations, transportation, festivals and recreation activities. Finally, this study proposes some practical managerial implication to know both positive and negative images of the seven dimensions from Chinese tourists, providing marketing strategies and suggestions to traveling agency industry