The main source of the international hotel guests are mostly comprised of the travelers from foreign countries; and among those foreign travelers, the Japanese are always in the highest rank to Taiwan and become the most important market. On the other hand, since Mainland China has liberalized the Chinese for sightseeing abroad, the travel industry all over the world are widely opening their arms and try to absorb this big cake. Taiwanese tourism industry as well has been preparing and standing by the arrival of the Mainland Chinese for the recent years. This is the reason why the study will focus on these two major markets of traveler and take a close look to see that when selecting the international hotel in Kaohsiung, whether it will be affected by the different culture, traveling attitude, social or economic back-ground etc., so as to compare the importance of hotel facility and service quality in the perception of guest¡¦s recognition and satisfaction, a comparison of the difference. The IPA (Importance-Performance Analysis) along with SWOT analysis are applied to analyze the selecting factors of Mainland Chinese and Japanese travelers to six international hotels in Kaohsiung. Those factors are categorized into 6 groups : 1. service quality; 2. business facilities; 3. value; 4. room & front desk; 5. food & recreation; 6. security; A questionnaire is formed according to this format and 700 copies has been printed.This survey was conducted from 8th, Mar. to 8th, Apr. in 2006, and finally returned with 161 valid in Japanese and 116 valid in simplified Chinese, the rate of valid returned is 39.5%. The results of the analyses come out as follows: To both Mainland Chinese and Japanese travelers, Kaohsiung International Hotels remain few strengths, there are only two items of strength, i.e. IDD service is available. & Hotel provides comfortable ambience. Kaohsiung International Hotels should take serious considerations to enforce their strength in competition to improve higher occupation rate, i.e. for Mainland Chinese travelers, High quality in-room temperature control; for Japanese, High quality in-room temperature control. and Hotel F&B is value for money; those improvements will promote travelers¡¦ satisfaction.

With the cross-strait interactions become more and more prevalent, Chinese visitors¡¦ traveling to Taiwan has become a important subject. Governments, industries and scholars in Taiwan are all estimating how much this will contribute to the Taiwan economy development. To explore the immense potential tourism market, this research adopts quantitative technical analysis, include the following issues into discussion: (1) the generation of destination images from the perspectives of potential Mainland China travelers to Taiwan; (2) the factors that effect tourists¡¦ impression owing to the history issues and cross-strait relations; (3) the influence of China¡¦s political and social conditions on Taiwan¡¦s tourism image and their cause-effect relations; (4) the destination image effect of Taiwan¡¦s present direct/indirect limitation policy on China tourists.Based on the destination image model by Baloglu & McCleary (1990), the research adopts a student questionnaire survey targeting at potential visitors from Mainland China who have never been to Taiwan. A total number of 671 valid samples are geographically divided into two groups: internal region of China and coastal areas. The two variables are then analyzed with SEM to construct the destination image path model. The result shows that cause-effect relations exist on the mediators of ¡§perception/cognition of destination¡¨, ¡§affective evaluation¡¨ and ¡§overall destination image¡¨. Independent variables of ¡§the significance of information types¡¨ and ¡§tourist motivation¡¨ support the result of the past studies. However, ¡§the amount of information¡¨ on Taiwan¡¦s tourism image presents different result from the past studies, which also modifies the hypothesis of information amount variable in the model developed by Baloglu & McCleary (1990).The result reveals that independent variable of ¡§destination limitation/control¡¨ has obvious cause-effect relation with mediator of ¡§perception/cognition of destination¡¨, which indirectly affects the formation of destination image. The comparison of three construction models formed by the destination image all indicates that the insufficiency of tourist information may lead to the unsupportable obvious cause-effect relation on image development. The independent variable of ¡§internal region of China¡¨ presents better cause-effect relation with ¡§affective evaluation¡¨ mediator while ¡§coastal areas¡¨ shows better relation with ¡§perception/cognition of destination¡¨.