TY - JOUR
T1 - Destination Image of Taiwan From the Perspective of Hong Kong Residents: Revisiting Structural Relationships Between Destination Image Attributes and Behavioral Intention
AU - Xu, Jing (Bill)
AU - Chan, Tsz Ling (Elaine)
AU - Pratt, Stephen Albert
PY - 2017/6/3
Y1 - 2017/6/3
N2 - 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.
AB - 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.
KW - Affective image
KW - behavioral intention
KW - cognitive image
KW - destination image
KW - Hong Kong
KW - Taiwan
UR - http://www.scopus.com/inward/record.url?scp=85020231609&partnerID=8YFLogxK
U2 - 10.1080/15256480.2017.1324339
DO - 10.1080/15256480.2017.1324339
M3 - Journal article
SN - 1525-6480
SP - 1
EP - 23
JO - International Journal of Hospitality and Tourism Administration
JF - International Journal of Hospitality and Tourism Administration
ER -