An Examination of Taiwan Destination Brand Associations: From the Perspective of Mainland Chinese Tourists

ABSTRACT: Grounded on the concept of brand associations by Keller and Associative Network Theory, this study examined Taiwan destination brand associations as perceived by Mainland Chinese tourists. The qualitative data were obtained through a survey using open-ended questions among package-group tourists from Mainland China to Taiwan in 2010. Data were coded and analyzed using qualitative and quantitative approaches. As a result, the three types and three dimensions of Taiwan destination brand associations were identified. The brand associative network based on the data analysis was then constructed. The findings of this study indicate that overall, Taiwan destination brand associations perceived by Mainland Chinese tourists are highly favorable. The results of this study highlight the role of relations between Taiwan and Mainland China in Chinese tourists’ associations to the destination brand of Taiwan. In addition, the associative network of Taiwan destination brand associations indicates four clusters of brand associations as perceived by Chinese tourists, with emphases on the special aspects of Taiwan, the relations between Taiwan and Mainland China, the favorable attributes of Taiwan, and the negative perceptions of Taiwan.