Abstract: 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.