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Destination Images Among British Tourists
Author: WAN-CHIN CHANG
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This questionnaire is designed to investigate British touristsˇ¦ perceptions about Taiwan and other Asian destinations (Hong Kong, China, and Japan) for holidays. The purpose of this study is for a Master's dissertation at the University of Strathclyde. All answers will be kept confidential. Thank you in advance for your time and help.
In the beginning, we would like to know your travel experience and preference.
1*    Please select the sources that you have used to get information and plan holidays in the last 12 months. Please select all that apply.
Television
Radio
Newspaper and Magazine
Brochures
Teletext
Word of Mouth
Travel Agent
Internet
Others (Please Specify) please specify:
2*    Which countries in Asia have you been on holidays? Please select all that apply.
Never been to Asia (Please go to Q5)
TAIWAN
HONG KONG
CHINA
JAPAN
SINGAPORE
SOUTH KOREA
THAILAND
MALAYSIA
INDONESIA
PHILIPPINE
Other Asian countries
3    Please select the reason(s) for your trip to Taiwan. Please select all that apply. If you have never been to Taiwan, please go to Q4.
Independent Holoday Travel
Package Holiday tour (exclusively)
Package Holiday tour (partial)
Business travel
Special events
Visiting friends or relatives
Medical treatments
Others
4    What type of holiday did you choose when in Asia (except Taiwan)? Please select all that apply
Independent holiday travel
Package tour (Exclusively)
Package tour (Partial)
Others
5*    If you decide to travel to Asia in the future, what type of overseas holiday would you prefer?
Independent holiday travel
Package tour (Exclusively)
Package tour (Partial)
Others
6*    Where did you find out about Taiwan as a travel destination? Please select all that apply.
Advertising
News articles / publicity
Trade shows / Exhibitions
Brochures
Visitor guides / magazines
Word ot Mouth
Travel agent
Internet
Others (Please specify) please specify:
Please indicate your images/perceptions for each of the following destinations.
People in this destination are warm and friendly
Strongly Disagree Disagree Neutral Agree Strongly Agree
7*TAIWAN
8*HONG KONG
9*CHINA
10*JAPAN
The destination offers appealing local food (cuisine)
11*TAIWAN
12*HONG KONG
13*CHINA
14*JAPAN
The destination has beautiful natural scenery
15*TAIWAN
16*HONG KONG
17*CHINA
18*JAPAN
The destination offers 24-hour/non-stop activities.
19*TAIWAN
20*HONG KONG
21*CHINA
22*JAPAN
Please indicate your images/perceptions for each of the following destinations.
There are various activities in this destination.
Strongly Disagree Disagree Neutral Agree Strongly Agree
23*TAIWAN
24*HONG KONG
25*CHINA
26*JAPAN
The destination has many historical sites.
27*TAIWAN
28*HONG KONG
29*CHINA
30*JAPAN
I can experience diverse cultures in this destination.
31*TAIWAN
32*HONG KONG
33*CHINA
34*JAPAN
The destination offers interesting night life and entertainment
35*TAIWAN
36*HONG KONG
37*CHINA
38*JAPAN
Please indicate your images/perceptions for each of the following destinations.
The destination has unique events and festivals
Strongly Disagree Disagree Neutral Agree Strongly Agree
39*TAIWAN
40*HONG KONG
41*CHINA
42*JAPAN
There are some impressive buildings in this destination.
43*TAIWAN
44*HONG KONG
45*CHINA
46*JAPAN
It is easy to get information about the destination and arrange travel plans
47*TAIWAN
48*HONG KONG
49*CHINA
50*JAPAN
Travelling in the destination is convenient and easy.
51*TAIWAN
52*HONG KONG
53*CHINA
54*JAPAN
Please choose the most appropriate answer that reflects your image or feeling.
What is your image or feeling about each destination? Please indicate from Sleepy(1) to Arousing (5)
1=Sleepy 2 3 4 5=Arousing
55*TAIWAN
56*HONG KONG
57*CHINA
58*JAPAN
What is your image or feeling about each destination? Please indicate from Unpleasant (1) to Pleasant (5)
1=Unpleasant 2 3 4 5=Pleasant
59*TAIWAN
60*HONG KONG
61*CHINA
62*JAPAN
What is your image or feeling about each destination? Please indicate from Gloomy (1) to Exciting (5)
1=Gloomy 2 3 4 5=Exciting
63*TAIWAN
64*HONG KONG
65*CHINA
66*JAPAN
What is your image or feeling about each destination? Please indicate from Distressing(1) to Relaxing (5)
1=Distressing 2 3 4 5=Relaxing
67*TAIWAN
68*HONG KONG
69*CHINA
70*JAPAN
71*    Please indicate your two most preferred destinations to which you would like to travel in the future. Please select only two.
Taiwan Hong Kong China Japan
Please provide some basic personal information
72*    Gender
Male Female
73*    Age
18 - 24 25 - 34 35 - 44 45 - 54 55 - 65
74*    Education Level. Please select one.
Secondary College
Undergraduate Postgraduate
Other
75*    Annual Income Level. Please Select One
Up to £24,999
£25,000 - £34,999
Over £35,000


Questions with '*' sign must be answered

   

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