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Destination Image of Taiwan From the Perspective of Hong Kong Residents: Revisiting Structural Relationships Between Destination Image Attributes and Behavioral Intention

Xu, Jing (Bill) and Chan, Tsz Ling (Elaine) and Pratt, Stephen (2018) Destination Image of Taiwan From the Perspective of Hong Kong Residents: Revisiting Structural Relationships Between Destination Image Attributes and Behavioral Intention. International Journal of Hospitality & Tourism Administration, 19 (3). pp. 289-310. ISSN 1525-6480

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    Abstract

    Destination image plays an important role in how tourists make their travel and purchase decisions. This study examines the perceived image of Taiwan as a travel destination from the perspective of Hong Kong residents. The Hong Kong outbound tourism market is important for Taiwan. Using a self-completed questionnaire, this research examines the destination image of Taiwan among 213 Hong Kong residents. The results indicate that affective image is a stronger predictor of travel intention than cognitive image. Affective image also plays a mediating role in the relationship between cognitive image and behavioral intention. Hence, affective image is an important intangible quality for today's destinations.

    Item Type: Journal Article
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Faculty of Business and Economics (FBE) > School of Tourism and Hospitality Management
    Depositing User: Stephen Pratt
    Date Deposited: 19 Feb 2019 13:13
    Last Modified: 19 Feb 2019 13:13
    URI: http://repository.usp.ac.fj/id/eprint/11216
    UNSPECIFIED

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