In recent years, tourism has become one of the fastest growing sectors of the world economy and is widely recognized for its contribution to regional and national economic development. Taiwan government also promotes actively to all over the world, such as the Lantern Festival attracts many international travelers. However, in the various promotions, we said Taiwan has beautiful natural resources, delicious oriental snacks, and interesting folk and cultural activities. We show all attractiveness but loss of focus. From marketing point of view, product should sell to right client. If not find out the right target client, although the product is good, there is no buyer.

The object of this study mainly probed into the possible factors influence destination choice within a country and case study in Taiwan base on three respects, travel motivation, tourists’ image of Taiwan, and socio-demographic attributes.

A discrete choice modeling approach is used to address the operational challenges of incorporating behavioral elements in choice analysis. The study revealed that travel motivation is significant to all the three types of destination choices, “Natural scenery”, “Folk and cultural”, and “Entertainment and food”. Destination image defined in the study is tourists’ image of Taiwan resulted less evidence to support. Some of the demographic characteristics of tourists, like age, travel partner, nationality show significant effects in this study.

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