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¡¨.

How potential tourists sort out intriguing resorts or wherever could fulfill their necessities among all the tourism destinations, it¡¦s what tourism marketers eager to know and their intention to guide the tourists. In terms of touristic necessities, besides the general factors such as distance, timing, traffic ways and the cost, tourists would more and more value the image and slant on resorts while choosing tourism destination. They would decide where they want to go by acquiring more information about the credit and image of the resorts, and determine whether they would travel there again by the hands-on traveling experiences and impression. This study has at fist referred to some relevant literatures about the tourists¡¦ impressions and slants on the tourism destination and the segmental marketing, then based on the resources and attributes of Moalin national scenic area to build up measurement and questionnaire for traveling image, so as to carry positive investigation around Taiwan and base on non-residents¡¦ impression for Moalin to segmentalize its potential tourism market. There were totally 900 questionnaires issued and 666 were returned (the valid returning rate was 78%). Then by factor analysis, the images and slants of scenic resorts were divided into four constructs, including ¡§natural landscapes¡¨, ¡§history and culture¡¨, ¡§social environment¡¨ and ¡§agricultural and forestry leisured activity¡¨. Furthermore, the imagery factors of resorts were used to be variables of market segmentation and the potential tourist market was divided into 3 factorial segments as factors of ¡§traveling experiences¡¨, ¡§motives for traveling¡¨ and ¡§cognition on impediments to traveling¡¨. The factors of motives for traveling were especially extracted by factor analysis and ramified into 8 clusters such as factors of ¡§enjoying touring experience¡¨, ¡§molding peaceful temperament¡¨, ¡§calling out friends¡¨, ¡§work-out for health¡¨; as well as the four factors for cognition on impediments to traveling such as ¡§experience and safety¡¨, ¡§travel-mate¡¨, ¡§substantial reasons¡¨ and ¡§environment and equipment¡¨. The author also used traveling images, demographic variables and some relevant data about traveling experiences to describe the characteristic and difference among those market segmentations. In the end, the results were sorted out and described according to the characteristic and difference among those market segmentations, so as to work out suggestions for marketing strategies as reference for relevant industries and tourism agency to choose adequate niche market and efficient market strategy.