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

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    Author(s)
    Song, H
    Hsu, CHC
    Griffith University Author(s)
    Song, Hanqun
    Year published
    2013
    Metadata
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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 ...
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    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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    Journal Title
    Journal of Travel & Tourism Marketing
    Volume
    30
    Issue
    3
    DOI
    https://doi.org/10.1080/10548408.2013.774919
    Copyright Statement
    © 2013 Taylor & Francis. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
    Subject
    Commercial services
    Marketing
    Tourism
    Tourism marketing
    Publication URI
    http://hdl.handle.net/10072/52728
    Collection
    • Journal articles

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