Taiwan Tourism Bureau
TAIWAN – Exploring Taiwan destination image among Vietnamese travelers
Year: 2020
Challenge
The number of Vietnamese travelers to Taiwan tripled from 146,000 visitors in 2015 to 490,000 visitors in 2019. Statistical data also shows that Taiwan is one of the top destinations of the Vietnamese tourism market. Along with the growth in the number of visitors, Taiwan will face pressure to maintain the attractiveness of the destination to the market, and attract the return of tourists who have visited Taiwan, thereby maintaining a stable growth for the market. To solve that problem, capturing visitors' perception of the destination image about Taiwan is identified as a fundamental mission to help the Taiwan Tourism Bureau develop communication strategies effectively, and diversify the products to meet the needs of the target market.
Approach
Through focus group interviews, we studied Vietnamese tourists' perception of the destination image of Taiwan by qualitative research method. More than 30 tourists, who have traveled to Taiwan in the last 2-3 years and live in three big cities (Hanoi, Ho Chi Minh City, and Da Nang), were selected to participate in the survey with Outbox's research team. Through focused open interviews, we explored the Vietnamese tourists’ opinions about their actual travel experiences in Taiwan, tourists' motivations and expectations about tourism to Taiwan, etc.; thereby building a complete picture of the Taiwan destination image in the eyes of Vietnamese tourists.
Insight
By applying the Echtner & Ritchie (1991) model as the basis of analysis, Outbox's research team provided a complete Taiwan destination image for the Vietnamese market; which identifies the most impressive places and activities in Taiwan for Vietnamese tourists, and their responses to the environment and service quality of Taiwanese tourism. On the basis of the data matrix obtained through survey and analysis, the Taiwan Tourism Bureau can clearly identify the positive images that need to be maintained and promoted, the limitations that need to be overcome soon, and especially new images that can be created to enhance the attractiveness of the destination and attract tourists.
