A Study of Tourism Marketing Mix Difference in Taiwan and Mainland China of Taiwan Tourism Industry

With the both sides of the opening, more and more Taiwan tourism industry can advance to the Chinese mainland, but because of differences in the mainland tourist market in the marketing mix and Taiwan, factors that influence the tourism industry in Taiwan to enter the mainland tourism market. In this study, qualitative research methods, in order to understand the differences between both sides of the marketing mix, were selected by purpose sampling way for Taiwan to land development of the tourism industry - southeast travel agency, Lion Travel and star travel agency as the research object, through in-depth interviews, in the manner of collection and analysis of data.