| Summary: | 碩士 === 中國文化大學 === 觀光事業學系 === 99 === The Taiwanese government has viewed tourism as an important industry and has paid a lot of efforts to promote its tourism in recent years. Tourism was viewed as one of the six most important national new projects in Taiwan since 2009. A successful tourism is highly depends on the presentation of good destination images. If Taiwan could have nice and unique destination images against its competitors, foreign tourists will view Taiwan as an attracting travel destination and may decide to visit Taiwan. The assessment and development of an appropriate image for Taiwan has become increasing important. The success of Taiwan as a tourist destination depends upon this. This study aimed to realize Taiwan’s image as a tourist destination. The perspectives of eastern and western tourists as well as first-time and repeat visitors will be identified. Both qualitative and quantity methods were used in this study. Four hundreds and five questionnaires were obtained from foreign tourist in the departure floor of Taiwan Taoyuan International Airport. According to the results of qualitative study, it was found that both eastern and western tourists had viewed Taiwan’s images as: Friendly, People, Taipei 101, and Taipei. However, eastern tourists also had noted Taiwan’s images as Food and Shopping, and feel the atmosphere in Taiwan is Happy and Vibrant. In contrast, western tourists pay more attention on the images of culture and outdoor attractions in Taiwan and feel the atmosphere in Taiwan is Crowd and Helpful. According to the results of quantity study, it was found that eastern and western tourists had different viewpoints in the questions of Taiwan has exotic atmosphere, Taiwan has beautiful scenery/ natural attractions, and Taiwan has a lot of motorbikes. About the differences between first-time and repeat visitors, the results of qualitative study indicate that both first-time and repeat visitors has noted Taiwan’s image as Friendly, Food, Pople, Taipei 101, and Night market. Nevertheless, first-time visitors had paid more attentions on the images of Chinese and Temple. In contrast, repeat visitors pay more attention on the images of Culture and Hot spring. About the atmosphere in Taiwan, both first-time and repeat visitors feel Taiwan is Friendly, Busy, and Exciting. According to the results of quantity study, some differences were found between first-time and repeat visitors on the questions of, Taiwan has pleasant weather, Taiwan has good beaches, and the political is stabile in Taiwan. This study suggests the Taiwanese government to have different marketing strategies on both eastern and western tourists in order to effectively manage good destination images on both potential markets.
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