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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.
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Lai et al. (1999) studied this question.
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