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The Image of Taiwan as a Travel Destination: Perspectives from Mainland China

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

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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.

Item Type: Article
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Schools: Huddersfield Business School
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Depositing User: Cherry Edmunds
Date Deposited: 15 Sep 2015 11:35
Last Modified: 28 Aug 2021 17:51


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