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

被引：28

作者：

Song, Hanqun ^{[1
]}

Hsu, Cathy H. C. ^{[2
]}

机构：

[1] Griffith Univ, Griffith Business Sch, Dept Tourism Sport & Hotel Management, Griffith, Qld 4214, Australia

[2] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Kowloon, Hong Kong, Peoples R China

来源：

JOURNAL OF TRAVEL & TOURISM MARKETING | 2013年 / 30卷 / 03期

关键词：

Destination image; perceived image; projected image; Chinese traveler; travel magazine; Taiwan; Mainland China; PROJECTED IMAGES; SATISFACTION; INTENTION; VISITOR;

D O I：

10.1080/10548408.2013.774919

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：253 / 271

页数：19

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