Identifying market potential and destination choice factors of taiwanese overseas travelers

Lai Hsin Lai, Alan R. Graefe

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)45-65
Number of pages21
JournalJournal of Hospitality and Leisure Marketing
Issue number4
StatePublished - Dec 1 1999

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing


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