Destination Image of Taiwan From the Perspective of Hong Kong Residents: Revisiting Structural Relationships Between Destination Image Attributes and Behavioral Intention

Jing (Bill) Xu, Tsz Ling (Elaine) Chan, Stephen Albert Pratt

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)


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 languageEnglish
Pages (from-to)1-23
Number of pages23
JournalInternational Journal of Hospitality and Tourism Administration
Publication statusAccepted/In press - 3 Jun 2017


  • Affective image
  • behavioral intention
  • cognitive image
  • destination image
  • Hong Kong
  • Taiwan

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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