Segmenting Taiwanese tourists to China by ethnic identity and generation
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This research intends to segment Taiwanese tourists to China by ethnic identity and generation. Based on Prentices ((2004) Tourist familiarity and imagery, Annals of Tourism Research, 31(4), 923945, (2006) Evocation and experiential seduction: updating choice-sets modeling, Tourism Management, 27, 11531170) work that suggests customers who are more emotionally attached to a destination have more positive destination images, this research proposes that Taiwanese holding different identities and belonging to different generations have different destination images of China. The results show that those who tend to identify themselves as Chinese in Taiwan have more positive destination images of China than those who tend to identify themselves as Taiwanese, while younger generations in Taiwan have more neutral perceptions of China as a tourist destination. As the heterogeneity of Taiwanese market is identified in this research, marketing strategies focusing on different segments of Taiwanese tourists to China are suggested in this research.
