Taiwan's Destination Brand Identity, Perceived Value, and Tourists' Behavioral Intentions
| Autor: | Yu-Min Liao, 廖玉名 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Branding for tourist destinations is a major trend in the contemporary tourism industry, and fierce competition between tourist destinations has rendered destination branding one of the most frequently applied promotion strategies worldwide. In recent years, Taiwan has used “Taiwan, the Heart of Asia” as a slogan to promote its tourism; this has attracted the attention of tourists from all parts of the world. However, in light of the government’s New Southbound Policy, the time has come to examine Taiwan’s destination brand identity among tourists from ASEAN countries with a view to attracting tourists from Southeast Asia. Tsaur, Yen, and Yan (2016) examined constructs of destination brand identity from tourists’ perspectives and developed a destination brand identity scale to determine how international tourists differentiate Taiwan from its competitors. This scale was applied in the present study’s questionnaire survey issued to tourists from Malaysia, Thailand, and Vietnam—the three countries recognized as Taiwan’s primary tourist market in the New Southbound Policy. The results obtained from 358 valid questionnaires indicated that Tai-wan’s destination brand identity was positively correlated with Taiwan’s value as perceived by tourists’ and tourists’ behavioral intentions. In addition, perceived value acted as a me-diator in the association between destination brand identity and behavioral intention. These findings are expected to be of referential value for the development of marketing and plan-ning strategies for Taiwan’s government and tourism industry. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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