AStudyontheRelationshipbetweenPlaceIdentityandLeisure BenefitsforIndividualVisitorsfromMainlandChinatoTaiwan

Abstract：TaiwanisanaspirationalleisureandtourismdestinationformanypotentialvisitorsfromMainlandChina. Inrecentyears，thenumberofindividualvisitorsfromMainlandChinatoTaiwanhasbeenconstantlyincreasing. ThisnotonlyhascreatedsignificanteconomicbenefitsforTaiwan，buthasalsopromotedgreatercross-strait exchangesandincreasedunderstandingamongthepeopleonbothsides.Todate，therehasbeennopublished researchaboutindividualvisitorsfromMainlandChinatoTaiwanandtheirleisureactivitieswhilestayingin Taiwan.Throughempiricalanalysisbasedonaquestionnairesurvey，thisresearchexploreddifferencesinthebasic characteristicsandtripplanningbehaviorsofindividualvisitorsfromMainlandChinatoTaiwan，anddeterminedthe relationshipsbetweenplaceidentityandleisurebenefits.IndividualvisitorsfromBeijing，ShanghaiandXiamen weresampledandfivedepartureportsinTaiwanwerethesurveylocationsforinterceptingtheseindividualvisitors fromMainlandChinatoTaiwan.Thetotalnumberofvalidquestionnairesobtainedwas376andthevalid questionnaireratiowas92.8%.Itemanalysiswasusedtodeterminewhethereachiteminthequestionnairecould beretained.Exploratoryfactoranalysiswasappliedtoestablishtheconstructvalidityofeachquestionnairescale andreliabilityanalysistestedtheconsistencyamongallquestionnairescales.One-wayANOVAsandScheffépost hoctestswereconductedtodetectdifferencesintravelers’basiccharacteristicsandtripplanningbehaviors. Pearsonproduct-momentcorrelationanalysistestedthecorrelationbetweenplaceidentityandleisurebenefitsand canonicalcorrelationanalysisdeterminedwhethertherewasacanonicalcorrelationbetweenplaceidentityand leisurebenefits.Themajorresearchconclusionswereasfollows：（1）fortheplaceidentityscale，“environment identity”wasratedthehighestand“attachmentidentity”lowestbytheindividualvisitorsfromMainlandChinato Taiwan；（2）forleisurebenefits，“socialbenefits”hadthehighestratingand“physiologicalbenefits”wererated thelowestbyindividualvisitorsfromMainlandChinatoTaiwan；（3）thereweresignificantdifferencesinthe degreeofplaceidentityandleisurebenefitsaccordingtothebasiccharacteristicsandtripplanningbehaviorsof individualvisitorsfromMainlandChinatoTaiwan；（4）placeidentityhadapositiveandsignificantcorrelationwith leisurebenefits；and（5）placeidentityhadacanonicalcorrelationrelationshipwithleisurebenefits.These findingsshouldenrichthetheoriesandresearchmethodsrelatedtoplaceidentityandleisurebenefits.Future researchersshouldbuildupontheresultsofthisstudybyconductingmorediverseinvestigationswithvariedthemes andtopics.Furthermore，theresearchconclusionssuggestthattourismadministrationsandtourismbusinessesin MainlandChinaandTaiwanmustimproveregulations，environmentalconditionsandproductportfoliostomaximize theleisurebenefitsandraiseplaceidentitylevelsforindividualvisitorsfromMainlandChinatoTaiwan.

Keywords：placeidentity；leisurebenefits；individualvisitorsfromMainlandChinatoTaiwan；individualvisit