The Image of Taiwan as a Travel Destination: Perspectives from Mainland China

Hanqun Song, Cathy Hui-chun Hsu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

19 Citations (Scopus)

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 languageEnglish
Pages (from-to)253-271
Number of pages19
JournalJournal of Travel and Tourism Marketing
Volume30
Issue number3
DOIs
Publication statusPublished - 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

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