Startomg 2001, the tourism industry is expected to booming due to tremendous market optential from recent government policies. The first is two-day weekend system now in effect for every weekned instead of every other weekend, the second is the three small direct links with the Mainland China, and the third is the possiblity of allowing tourists from the Mainland to visit Taiwan. The purpose of this research is to examine the factors influencing the choice of destination for overseas traveling. Especially, traveling to Mainland China has become one of the most popular traveling destinations in recent years that it would be interesting to explore the reasons why people choose to visit there. The research results could be useful for selecting appropriate marketing strategies for the tourism industry. Cross tables with Chi-squared tests and Quantal choice Model with logistic analyses were used to analyze the tourists' choice behavior. The research findings of the choice behavior for visiting the Mainland China were summarized as follows. (1) Gender, age, and occupation had significant effects on the choice behavior. (2)For those who had visited Mainland China, there was a higher percentage samples' thoughts that domestic traveling costs were higher than people who had never visited there. On the other hand, for those who had visited Mainland China, the percentage of people who thought that the domestic traveling facilities were not satisfactory was lower than those who chose to visit other foreign countries. (3)Factors that had positive contributions for choosing to visit the mainland included the historical cultural heritage, convenience for obtaining traveling permits, less communication hurdle, and convenience for shopping. The negative factors included natural amenity, policial and safety concerns, climate and weather conditions, and sanitary conditions. Moreover, if the cost of domestic traveling increases, the probability of choosing to visit the Mainland would also increase.