Selling Strategies and Shopping Behavior—An Example of Taiwanese Guided Package Tourists to Mainland China Destinations

China has become the most visited destination in the world for international tourists. The number of Taiwanese tourists going to China on guided tours has increased; “shopping” and “optional tours” are the two most controversial consumption experiences for them due to price competition. This study aims to investigate the Taiwanese guided package tourists’ shopping intentions and behavior when traveling in China and also to examine how their shopping behaviors are influenced by sales representatives, local tour guides, and other tour participants. This study found that benefits sought, perceived sympathy, and social acceptance are often used by service providers to persuade tour participants to buy. It is expected that the study can contribute to tourism industry theory, and help the travel industry to improve the quality of guided package tours to China.