Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 253-271 |
| Number of pages | 19 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 30 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 1 Apr 2013 |
Keywords
- Chinese traveler
- Destination image
- Mainland China
- perceived image
- projected image
- Taiwan
- travel magazine
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing