Destination Image of Taiwan From the Perspective of Hong Kong Residents: Revisiting Structural Relationships Between Destination Image Attributes and Behavioral Intention |
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Authors: | Jing Xu Tsz Ling Chan |
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Institution: | School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Yau Ma Tei, Hong Kong |
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Abstract: | Destination image plays an important role in how tourists make their travel and purchase decisions. 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. |
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Keywords: | Affective image behavioral intention cognitive image destination image Hong Kong Taiwan |
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