The Image of Taiwan as a Travel Destination: Perspectives from Mainland China |
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| Authors: | Hanqun Song Cathy H C Hsu |
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| Institution: | 1. Department of Tourism, Sport and Hotel Management at Griffith Business School, Gold Coast Campus , Griffith University , Queensland , 4214 , Australia hanqun.song@griffithuni.edu.au;3. School of Hotel and Tourism Management , The Hong Kong Polytechnic University in Kowloon , Hong Kong , SAR , China |
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| 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. |
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| Keywords: | Destination image perceived image projected image Chinese traveler travel magazine Taiwan Mainland China |
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