隨著經濟發展，中國出境旅遊市場活絡，如何吸引中國大陸旅客，爲台灣及世界各國均重視之議題。本研究欲從兩岸旅遊業者的角度，檢視臺灣在亞太旅遊市場的定位，以立意抽樣原則，透過業者、協會及政黨的管道，在臺北、高雄、花蓮及北京、上海及深圳與旅遊相關業者進行訪談。本研究共訪談臺灣地區21名，大陸地區25名旅遊相關業者，平均工作年資15年，每次訪談時間介於60至150分鐘間。研究結果顯示，臺灣旅遊市場優勢爲神秘感、情感因素、美食小吃；劣勢爲旅遊品質、購物自費、手續繁瑣。發展機會爲地理優勢與兩岸直航；競爭威脅爲政府不夠積極對應亞太諸國競爭。臺灣市場獨特性爲有臺灣味的中華文化、原住民文化、民主自由；建議應正式開放直航，提升旅遊品質，市場資訊透明化、創造旅遊主題。

Chinese outbound market has been rapidly growing along with the development of China's economy. How to attract Mainland Chinese visitors has become a focal issue both in Taiwan and all over the world. This paper intends to collect opinions from travel related practitioners from both Taiwan and China concerning their analysis of Taiwan travel market positioning. A total of 21 interviewees from Taipei, Kaohsiung and Hualien and 25 from Beijing, Shanghai and Shenzhen were interviewed, their average work experience is 15 years. All respondents were asked to answer a list of semi-structured questions, and the interviews usually lasted for about 60 to 150 minutes. The results of the analysis showed, the strengths of Taiwan are mysterious atmosphere, emotional tie with China, friendly people, and local Taiwanese snacks & cuisine, whereas the weaknesses are poor travel quality, too much compulsive shopping and optional tours, and inconvenience for visa applications. The opportunities for Taiwan's travel market are advantages geographic location and direct flight, while the threat is the competition from other Asia Pacific destinations. Finally, this research suggests that the travel ban shall be lifted and more diversified tours are needed to satisfy different market segments.