Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/14829
Title: The image of Taiwan as a travel destination : perspectives from Mainland China
Authors: Song, H
Hsu, CHC 
Keywords: Destination image
Perceived image
Projected image
Chinese traveler
Travel magazine
Taiwan
Mainland China
Issue Date: 2013
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2013, v. 30, no. 3, p. 253-271 How to cite?
Journal: Journal of travel & tourism marketing 
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.
URI: http://hdl.handle.net/10397/14829
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2013.774919
Appears in Collections:Journal/Magazine Article

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