Abstract
This study examines the perceived image of Taiwan as a travel destination from the perspective of Hong Kong residents. The Hong Kong outbound tourism market is important for Taiwan. Using a self-completed questionnaire, this research examines the destination image of Taiwan among 213 Hong Kong residents. The results indicate that affective image is a stronger predictor of travel intention than cognitive image. Affective image also plays a mediating role in the relationship between cognitive image and behavioral intention. Hence, affective image is an important intangible quality for today’s destinations.
Original language | English |
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Pages (from-to) | 1-23 |
Number of pages | 23 |
Journal | International Journal of Hospitality and Tourism Administration |
DOIs | |
Publication status | Accepted/In press - 3 Jun 2017 |
Keywords
- Affective image
- behavioral intention
- cognitive image
- destination image
- Hong Kong
- Taiwan
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management