Exploring the Destination Image of Mainland China Tourists to Taiwan by Word-of-Mouth on Web
After allowing direct flights from Mainland China to
Taiwan, Chinese tourists increased according to Tourism
Bureaustatistics. There are from 0.19 to 2 million tourists from 2008 to
2011. Mainland China has become the main source of Taiwan
developing tourism industry. Taiwanese government should know
more about comments from Chinese tourists to Taiwan in order
toproperly market Taiwan tourism and enhance the overall quality of
tourism. In order to understand Chinese visitors’ comments, this study
adopts content analysis to analyze electronic word-of-mouth on Web.
This study collects 375 blog articles of Chinese tourists from
Ctrip.com as a database during 2009 to 2011. Through the qualitative
data analysis the traveling destination imagesis divided into seven
dimensions, such as senic spots, shopping, food and beverages,
accommodations, transportation, festivals and recreation activities.
Finally, this study proposes some practical managerial implication to
know both positive and negative images of the seven dimensions from
Chinese tourists, providing marketing strategies and suggestions to
traveling agency industry.
<p>[1] Alastair, M.M., Soojin, C., &Xinran Y.L. 2007. Destination image
representation on the web: Content analysisof Macau travel related
websites.Tourism Management, 28 (2007), pp.118–129.
[2] Alastair, M.M., & Svetlana, S. 2006. The destination image of Russia:
From the online induced perspective.Tourism Management, 27,
pp.943–956.
[3] Assael, H.1984. Consumer behavior and marketing action. Boston: Kent.
[4] Baloglu, S., &McCleary, K.W. 1999. A model of destination image
formation. Annals of Tourism Research,26(4), pp.868–897..
[5] Blood, R. 2004. How blogging software reshapes the online community.
Communications of the ACM, 47(12),pp.53–55.J. Wang, “Fundamentals
of erbium-doped fiber amplifiers arrays (Periodical style—Submitted for
publication),” IEEE J. Quantum Electron., submitted for publication.
[6] Chambers, R.E., & Lewis, R.C. 2000. Marketing Leadership in
Hospitality: Foundations and Practices. 3rd edn.John Wiley and Sons:
New York.
[7] Chatterjee, P. 2001. Online reviews: do consumers use them? Association
for Consumer Research, pp.129–134.
[8] Choi, S., Lehto, X.Y., Morrison, A.M. 2007. Destination image
representation on the web: Content analysis ofMacau travel related
websites. Tourism Management, 28 (2007), pp.118–129.
[9] Chul, J., Heather, G., Stephen, H., &Soo, H.J. 2011. Enhancing
destination image through travel websiteinformation. International
journal of tourism research, 14, pp.16–27.
[10] CNNIC. 2011. The number of network usage statistics. Retrieved
September 10, 2011 from the World WideWeb:http://www.cnnic.cn/
[11] Crompton, J.L. 1979. Motivations for Pleasure Vacation. Annals of
Tourism Research, 6 (1979), pp.408–424.J. Kaufman, Rocky Mountain
Research Lab., Boulder, CO, private communication, May 1995.
[12] Crotts, J.C., Magnini, V.P., &Zehrer, A. 2011. The perceived usefulness
of blog postings: An extension of theexpectancy disconfirmation
Paradigm. Tourism Management, 32 (2011), pp.106-113.
[13] Dadgostar, B., &Isotalo, R.M. 1992. Factors affecting time spent by
near-home tourists in city destination.Journal of Travel Research, 31(2),
pp.34-39.
[14] Douglas, A., & Mills, J. 2006. Logging brand personality online: website
content analysis of Middle Easternand North African destinations
[Abstract]. In Information and Communication Technologies in Tourism,
NewYork: Wien. pp.345.
[15] Echtner, C.M., & Ritchie, J.R.B. 1991. The meaning and measurement of
destination image. The Journal ofTourism Studies, 2(2), pp.2–12.
[16] Fesenmaier, D.R., & MacKay, K.J.1997. Pictorial element of destination
in image formation. Annals of TourismResearch, 24, pp.537–565.
[17] Fodness, D., & Murray, B. 1997. Tourist information search. Annals of
Tourism Research, 24(3), pp.503–523.
[18] Gallarza, M.G., Garcia, H.C., &Saura, I.G. 2002. Destination image
towards a conceptual framework. Annals ofTourism Research, 29 (1),
pp.56–78.
[19] Gartner, W.C. 1993. Image formation process. Journal of Travel and
Tourism Marketing, 2, pp.191–216.
[20] Goldsmith, R.E., Litvin, S.W., Pan, B.2007. Electronic word-of-mouth in
hospitality and tourism management.Tourism Management, 29(3),
pp.458–468.
[21] Gretzel, Hoepken, U., & Law, R. 2009. Exploring travel blogs for
consumer narrative analysis. Informationand communication
technologies in tourism, Vienna: Springer. pp. 61-72.
[22] Gu, B., Law, R.,& Ye, Q. 2009. The impact of online user reviews on
hotel room sales. International Journal ofHospitality Management,28(1),
pp.180–182.
[23] Gursoy, D., McCleary, K.W. 2004. An integrative model of tourists’
information search behaviour. Annals ofTourism Research, 31(2),
pp.353–373.
[24] Han, J., Lee, J., & Park, D.H. 2007. The effect of online consumer reviews
on consumer purchasing intention:the moderating role of involvement.
International Journal of Electronic Commerce, 11 (4), pp.125–148.
[25] Haywantee, R., Keith, B., &Muzaffer, U. 2011. Relationship Between
Destination Image and BehavioralIntentions of Tourists to Consume
Cultural Attractions. Journal of Hospitality Marketing & Management,20,
pp.575–595.
[26] Hsieh, H.F., & Shannon, S.E. 2005. Three approaches to qualitative
content analysis. Qualitative HealthResearch, 15(9), pp.1277-1288.
[27] Huang, T., & Law, R. 2002. Internet and tourism-Part X: Ctrip.com.
Journal of Travel & Tourism Marketing,13(4), pp.109–114.
[28] Jenkins, O.H., & McArthur, S. 1996. Marketing protected areas.
Australian Parks and Recreation, 32(4),pp.10–15.
[29] Kim, H., & Richardson, S.L. 2003. Motion picture impacts on destination
images. Annals of Tourism Research,30(1), pp.216–237.
[30] Klein, S., &Werthner, H. 1999. ICT and the changing landscape of global
tourism distribution. ElectronicMarkets, 9(4), pp.256–262.
[31] Law, R., Leung, D., & Lee, H.A. 2011. The Perceived Destination Image
of Hong Kong on Ctrip.com.International journal of tourism research, 13,
pp.124–140.
[32] McIntosh, R.W. 1972. Tourism principles, practices and philosophies.
Annals of Tourism Research, 25(3),pp.551–578.
[33] Meltem, O.Z., Sevgin, A., Roney. 2004. Internet use among travel
agencies in Turkey: an exploratory study.Tourism Management, 25
(2004), pp.259–266.
[34] Mridula, D.2009. Online destination image of India: a consumer based
perspective. International Journal ofContemporary Hospitality
Management, pp. 226-232.
[35] Pearce, P.L. 1988. The Ulysses factor: Evaluating visitors in tourist
settings. New York: Springer.
[36] Ponnada, M., &Sharda, N. 2006. Tourism Blog Visualizer for better tour
planning. Journal of Vacation Marketing, 14 (2), pp.157-167.
[37] Research & Markets. 2008. China Online Tourism Industry and Listed
Tourism Companies2007–2008. Retrieved November 20, 2011 from the
World Wide Web:http://www.researchandmarkets.com/
[38] Tourism Bureau. 2010.Visitors over the past decade changes in Taiwan.
Retrieved September1,2 011 from the World Wide
Web:http://admin.taiwan.net.tw/
[39] Wenger, A. 2008. Analysis of travel bloggers’ characteristics and their
communication about Austria as atourism destination. Journal of
Vacation Marketing, 14(2), pp.169–176.
[40] Xue, F., & Zhou, P. 2011. The effects of product involvement and prior
experience on Chinese consumers’responses to online word-of-mouth.
Journal of International Consumer Marketing, 23(1), pp. 45-58.</p>
<p>[1] Alastair, M.M., Soojin, C., &Xinran Y.L. 2007. Destination image
representation on the web: Content analysisof Macau travel related
websites.Tourism Management, 28 (2007), pp.118–129.
[2] Alastair, M.M., & Svetlana, S. 2006. The destination image of Russia:
From the online induced perspective.Tourism Management, 27,
pp.943–956.
[3] Assael, H.1984. Consumer behavior and marketing action. Boston: Kent.
[4] Baloglu, S., &McCleary, K.W. 1999. A model of destination image
formation. Annals of Tourism Research,26(4), pp.868–897..
[5] Blood, R. 2004. How blogging software reshapes the online community.
Communications of the ACM, 47(12),pp.53–55.J. Wang, “Fundamentals
of erbium-doped fiber amplifiers arrays (Periodical style—Submitted for
publication),” IEEE J. Quantum Electron., submitted for publication.
[6] Chambers, R.E., & Lewis, R.C. 2000. Marketing Leadership in
Hospitality: Foundations and Practices. 3rd edn.John Wiley and Sons:
New York.
[7] Chatterjee, P. 2001. Online reviews: do consumers use them? Association
for Consumer Research, pp.129–134.
[8] Choi, S., Lehto, X.Y., Morrison, A.M. 2007. Destination image
representation on the web: Content analysis ofMacau travel related
websites. Tourism Management, 28 (2007), pp.118–129.
[9] Chul, J., Heather, G., Stephen, H., &Soo, H.J. 2011. Enhancing
destination image through travel websiteinformation. International
journal of tourism research, 14, pp.16–27.
[10] CNNIC. 2011. The number of network usage statistics. Retrieved
September 10, 2011 from the World WideWeb:http://www.cnnic.cn/
[11] Crompton, J.L. 1979. Motivations for Pleasure Vacation. Annals of
Tourism Research, 6 (1979), pp.408–424.J. Kaufman, Rocky Mountain
Research Lab., Boulder, CO, private communication, May 1995.
[12] Crotts, J.C., Magnini, V.P., &Zehrer, A. 2011. The perceived usefulness
of blog postings: An extension of theexpectancy disconfirmation
Paradigm. Tourism Management, 32 (2011), pp.106-113.
[13] Dadgostar, B., &Isotalo, R.M. 1992. Factors affecting time spent by
near-home tourists in city destination.Journal of Travel Research, 31(2),
pp.34-39.
[14] Douglas, A., & Mills, J. 2006. Logging brand personality online: website
content analysis of Middle Easternand North African destinations
[Abstract]. In Information and Communication Technologies in Tourism,
NewYork: Wien. pp.345.
[15] Echtner, C.M., & Ritchie, J.R.B. 1991. The meaning and measurement of
destination image. The Journal ofTourism Studies, 2(2), pp.2–12.
[16] Fesenmaier, D.R., & MacKay, K.J.1997. Pictorial element of destination
in image formation. Annals of TourismResearch, 24, pp.537–565.
[17] Fodness, D., & Murray, B. 1997. Tourist information search. Annals of
Tourism Research, 24(3), pp.503–523.
[18] Gallarza, M.G., Garcia, H.C., &Saura, I.G. 2002. Destination image
towards a conceptual framework. Annals ofTourism Research, 29 (1),
pp.56–78.
[19] Gartner, W.C. 1993. Image formation process. Journal of Travel and
Tourism Marketing, 2, pp.191–216.
[20] Goldsmith, R.E., Litvin, S.W., Pan, B.2007. Electronic word-of-mouth in
hospitality and tourism management.Tourism Management, 29(3),
pp.458–468.
[21] Gretzel, Hoepken, U., & Law, R. 2009. Exploring travel blogs for
consumer narrative analysis. Informationand communication
technologies in tourism, Vienna: Springer. pp. 61-72.
[22] Gu, B., Law, R.,& Ye, Q. 2009. The impact of online user reviews on
hotel room sales. International Journal ofHospitality Management,28(1),
pp.180–182.
[23] Gursoy, D., McCleary, K.W. 2004. An integrative model of tourists’
information search behaviour. Annals ofTourism Research, 31(2),
pp.353–373.
[24] Han, J., Lee, J., & Park, D.H. 2007. The effect of online consumer reviews
on consumer purchasing intention:the moderating role of involvement.
International Journal of Electronic Commerce, 11 (4), pp.125–148.
[25] Haywantee, R., Keith, B., &Muzaffer, U. 2011. Relationship Between
Destination Image and BehavioralIntentions of Tourists to Consume
Cultural Attractions. Journal of Hospitality Marketing & Management,20,
pp.575–595.
[26] Hsieh, H.F., & Shannon, S.E. 2005. Three approaches to qualitative
content analysis. Qualitative HealthResearch, 15(9), pp.1277-1288.
[27] Huang, T., & Law, R. 2002. Internet and tourism-Part X: Ctrip.com.
Journal of Travel & Tourism Marketing,13(4), pp.109–114.
[28] Jenkins, O.H., & McArthur, S. 1996. Marketing protected areas.
Australian Parks and Recreation, 32(4),pp.10–15.
[29] Kim, H., & Richardson, S.L. 2003. Motion picture impacts on destination
images. Annals of Tourism Research,30(1), pp.216–237.
[30] Klein, S., &Werthner, H. 1999. ICT and the changing landscape of global
tourism distribution. ElectronicMarkets, 9(4), pp.256–262.
[31] Law, R., Leung, D., & Lee, H.A. 2011. The Perceived Destination Image
of Hong Kong on Ctrip.com.International journal of tourism research, 13,
pp.124–140.
[32] McIntosh, R.W. 1972. Tourism principles, practices and philosophies.
Annals of Tourism Research, 25(3),pp.551–578.
[33] Meltem, O.Z., Sevgin, A., Roney. 2004. Internet use among travel
agencies in Turkey: an exploratory study.Tourism Management, 25
(2004), pp.259–266.
[34] Mridula, D.2009. Online destination image of India: a consumer based
perspective. International Journal ofContemporary Hospitality
Management, pp. 226-232.
[35] Pearce, P.L. 1988. The Ulysses factor: Evaluating visitors in tourist
settings. New York: Springer.
[36] Ponnada, M., &Sharda, N. 2006. Tourism Blog Visualizer for better tour
planning. Journal of Vacation Marketing, 14 (2), pp.157-167.
[37] Research & Markets. 2008. China Online Tourism Industry and Listed
Tourism Companies2007–2008. Retrieved November 20, 2011 from the
World Wide Web:http://www.researchandmarkets.com/
[38] Tourism Bureau. 2010.Visitors over the past decade changes in Taiwan.
Retrieved September1,2 011 from the World Wide
Web:http://admin.taiwan.net.tw/
[39] Wenger, A. 2008. Analysis of travel bloggers’ characteristics and their
communication about Austria as atourism destination. Journal of
Vacation Marketing, 14(2), pp.169–176.
[40] Xue, F., & Zhou, P. 2011. The effects of product involvement and prior
experience on Chinese consumers’responses to online word-of-mouth.
Journal of International Consumer Marketing, 23(1), pp. 45-58.</p>
@article{"International Journal of Business, Human and Social Sciences:53730", author = "Y. R. Li and Y. Y. Wang", title = "Exploring the Destination Image of Mainland China Tourists to Taiwan by Word-of-Mouth on Web", abstract = "After allowing direct flights from Mainland China to
Taiwan, Chinese tourists increased according to Tourism
Bureaustatistics. There are from 0.19 to 2 million tourists from 2008 to
2011. Mainland China has become the main source of Taiwan
developing tourism industry. Taiwanese government should know
more about comments from Chinese tourists to Taiwan in order
toproperly market Taiwan tourism and enhance the overall quality of
tourism. In order to understand Chinese visitors’ comments, this study
adopts content analysis to analyze electronic word-of-mouth on Web.
This study collects 375 blog articles of Chinese tourists from
Ctrip.com as a database during 2009 to 2011. Through the qualitative
data analysis the traveling destination imagesis divided into seven
dimensions, such as senic spots, shopping, food and beverages,
accommodations, transportation, festivals and recreation activities.
Finally, this study proposes some practical managerial implication to
know both positive and negative images of the seven dimensions from
Chinese tourists, providing marketing strategies and suggestions to
traveling agency industry.
", keywords = "Destination Image, Content Analysis, Electronic
Word-of-Mouth.", volume = "7", number = "7", pages = "1979-5", }
