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The constantly changing situation between Fujian and Taiwan has brought unprecedented opportunities to Taiwan tourism. The cross-strait cooperation not only pulls the cross-strait economic development, but also plays an important role in social prosperity. As the major ancestral home of compatriots , Zhangzhou and Twaiwan have the same cultural roots and there are close links in five areas between Zhangzhou and Taiwan, specifically, in geographical location, blood ties, cultural features, commercial exchanges and historical government administration. with the above close links, Zhangzhou enjoys a unique advantage in the exchange and cooperation in the field of trade, tourism, agriculture, technology and culture.With the new development of the cross-strait relations in recent years, the cross-Strait tourism cooperation is inevitable and necessary. Zhangzhou should make full use of the unique advantage to upgrade tourism products , actively develop tourism to Taiwan, promote the exchange in the filed of tourism, trade, culture, art and other fields to enhance Taiwan people’s faith in the mainland and identity to the motherland, advance the integration of the cross-strait regional economic integration and the formation of the cross-Strait economic zone and achieve cross-strait mutual benefit and prosperity.Based on this above points, the author analysed the research background and research significance of the Zhangzhou’s tourism to Taiwan , research the current situation of Zhangzhou’s Tourism to Taiwan and put forward several proposals on Zhangzhou’s tourism to Taiwan by the use of SWOT analysis : making suggestions on the strategic targets and strategic steps, planning tourism image, research marketing strategy, making development policies and measures.By highlighting the " cross- Strait Tourism " brand, offer an effective platform for reciprocal communications and exchanges in tourism across the Taiwan Strait., create cross-strait tourism zone and facilitate cross-strait cooperation in tourism and even broader fields.
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