The study aims to investigate the customers’ perceived knowledge, purchase intention, and related behavior regarding insurance company’s selling travel accident insurance. The findings of the research are as follows: 1.Purchasing travel accident insurance were not the research participants’ first priority; 2.The participants were not familiar with the insurance products and especially the travel accident insurance; 3.The customers’ experience of purchasing travel accident insurance for traveling should be improved; 4.The participants purchased travel accident insurance mainly with the assistance of the insurance agents. The study provides several recommendations based on the research results as follows: 1.Promoting the products and services of travel accident insurance in the insurance industry; 2.Offering rewards and incentives for insurance agents; 3.Providing online insurance shopping as an additional new channel; 4.Reducing life insurance threshold on electronic business; 5.Designing a variety of marketing sources and channels; 6.Employing differentiated marketing via technology; 7.Introducing innovative insurance products around the world; 8.Providing limited edition of travel accident insurance for specific occasions, long holidays, and places to travel.