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Cross-Cultural Comparsion of International Tourist Destination Images

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Abstract:

The researchers undertook an empirical examination of the tourist images of Taiwan prior to and after visiting a Taiwanese tourist night market. A survey was distributed at Shilin night Market and generated 230 responses from Japanese, 171 from US/Canadian, and 95 from Mandarin-speaking Chinese tourists. The data analysis indicated significant differences between the trip characteristics of respondents from the three groups. The images held by visitors from Japan and Hong Kong/Macau/China were found to be more positive after than before they visited the night market. However, the tourism images held by visitors from the US and Canada were the same after as before visiting. The results indicated that the changes between induced (before the trip) and complex tourism images (after the trip) varied on the basis of nationality, age, occupation, education, and income. The researchers suggest that the Taiwan Tourism Bureau and organizations associated with the tourist night market should implement marketing strategies targeted at international tourists, including promotion and product development, on the basis of their nationality and/or cultural background.

Keywords: CROSS-CULTURAL STUDY; DESTINATION IMAGE; TOURISM IMAGE; TOURIST NIGHT MARKET

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830412X13346876802239

Publication date: May 1, 2012

More about this publication?
  • Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.
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