Song, Hanqun and Hsu, Cathy H.C. (2013) The Image of Taiwan as a Travel Destination: Perspectives from Mainland China. Journal of Travel & Tourism Marketing, 30 (3). pp. 253-271. ISSN 1054-8408

This study presents the perceived and projected image of Taiwan as a travel destination from perspectives from Mainland China. The perceived image of Taiwan was examined by interviewing 28 Mainland Chinese; the projected image of Taiwan was investigated by analyzing articles in China's most popular travel magazines. The different types of images of Taiwan among visitors, nonvisitors, and travel magazines were compared. The projected image changed notably after the opening of Taiwan's tourism to travelers from Mainland China. The results of this study could help destination marketing organizations to assess their marketing strategies for the Mainland Chinese travel market.

The image of Taiwan as a travel destination Perspectives from Mainland China.pdf - Accepted Version

Download (161kB) | Preview


Downloads per month over past year

Add to AnyAdd to TwitterAdd to FacebookAdd to LinkedinAdd to PinterestAdd to Email