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Elucidating International Travelers’ Tourism Image of Taiwan: A Qualitative Approach

Author

Listed:
  • Tsung-Hung Lee

    (Graduate School of Leisure and Exercise Studies, National Yunlin University of Science and Technology, Yunlin 64002, Taiwan)

  • Chung-Jen Fu

    (Department of Business Administration, Chaoyang University of Technology, Taichung 41349, Taiwan
    Department of Accounting, Chaoyang University of Technology, Taichung 41349, Taiwan)

  • Mei-Hsiang Chen

    (Graduate School of Accounting and Management, National Yunlin University of Science and Technology, Yunlin 64002, Taiwan)

Abstract

Although Western alien visitors to Taiwan have a unique, well-informed perspective of what appeals to tourists from their countries, little research has been conducted to assess their insights, representing a significant research gap. To fill this gap, this study aims to elucidate how international tourists perceive Taiwan as a tourist destination by collecting detailed qualitative data via in-depth interviews of twenty-four international expatriates. This study illustrated the image differences before and after the visit of international tourists by analyzing the dimensions of tourists’ consensus maps and the changes in their perception of the natural, social, cultural, gourmet food, and Aboriginal image of Taiwan. This study provides a better understanding of how international tourists in Taiwan view its current and potential appeal as a tourist destination, so as to identify ways of attracting new tourists from their cultures. Patterns emerged that suggest new approaches for promoting Taiwan tourism and tourism sustainability which might not occur to Taiwanese tourism professionals due to the interviewees’ unique points of view. This research concludes that the application of cultural promotion strategies, planned tour packages, and improvement of the image of nature, culture, society, food, and Aboriginal people in Taiwan will thereby improve the overall satisfaction of international tourists, building online image, and forming e-word-of-mouth.

Suggested Citation

  • Tsung-Hung Lee & Chung-Jen Fu & Mei-Hsiang Chen, 2023. "Elucidating International Travelers’ Tourism Image of Taiwan: A Qualitative Approach," Sustainability, MDPI, vol. 15(3), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:1905-:d:1040821
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    References listed on IDEAS

    as
    1. Chun-Hung Lee & Han-Shen Chen & Gwo-Bao Liou & Bi-Kun Tsai & Chi-Ming Hsieh, 2018. "Evaluating International Tourists’ Perceptions on Cultural Distance and Recreation Demand," Sustainability, MDPI, vol. 10(12), pages 1-14, November.
    2. Hosany, Sameer & Prayag, Girish, 2013. "Patterns of tourists' emotional responses, satisfaction, and intention to recommend," Journal of Business Research, Elsevier, vol. 66(6), pages 730-737.
    3. Chi, Pei-Yu & Lee, Kuei-Chun & Chang, Kuo-I, 2022. "Causal effect of tourist visa exemption schemes on international tourist arrivals," Economic Analysis and Policy, Elsevier, vol. 75(C), pages 427-449.
    4. Manuela, Wilfred S. & de Vera, Manuel J., 2015. "The impact of government failure on tourism in the Philippines," Transport Policy, Elsevier, vol. 43(C), pages 11-22.
    5. Silva, Emmanuel Sirimal & Hassani, Hossein, 2022. "‘Modelling’ UK tourism demand using fashion retail sales," Annals of Tourism Research, Elsevier, vol. 95(C).
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