Several statistics indicate Taiwan to be a tourist-generating country. The purposes of this study were to identify the market potential and the underlying destination choice factors of Taiwanese traveling abroad for pleasure. Data were collected through a 1996 survey of metropolitan citizens (n = 225). The sociodemographic as well as pleasure travel profiles were revealed and five destination choice dimensions emerged: Facilities/safety, attractions, practical accessibility, quality, and symbolic accessibility. Two sociodemographic variables and one travel characteristic were significantly related to the overall destination choice factors. A discussion of the key findings and implications is presented.
All Science Journal Classification (ASJC) codes
- Management Information Systems
- Tourism, Leisure and Hospitality Management