Author Bios (50 Words for each Author)

Win Theingi, first year doctoral student in the department of strategy development in emerging industry, National Chi Nan University, Taiwan.

Yung-Ping Tseng is an Associate Professor at National Chi Nan University (yptseng@ncnu.edu.tw), Taiwan. His research interests are situated in the fields of community based tourism development, Tourism Resilience, Indigenous Tourism, and Destination Management.

Abstract (150 Words)

This paper investigates the perceived destination image of Sun Moon Lake (SML) and develops the projected destination brand image for SML Tourism Circle (SMLTC). This paper uses traveller-generated image (TGI) to conduct Q methodology approach. Q methodology is a combination of a quantitative approach with the interpretation of qualitative research. 20 stakeholders of SML-TC are asked to Q sort using a photograph from score +4 to -4, and then why they choose are asked. Next, PQ method software is applied for Q method analysis and three distinct factors have resulted - three types of attributes are identified as SML perceived image: (1) - mountain climbing and hiking, (2) - local landscape and culture, (3) - participating in sport events plus high-end accommodation. A projected image and brand are developed based on these attributes.

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Applying Q Methodology in Developing Destination Images from the Traveller Generated Photographs

This paper investigates the perceived destination image of Sun Moon Lake (SML) and develops the projected destination brand image for SML Tourism Circle (SMLTC). This paper uses traveller-generated image (TGI) to conduct Q methodology approach. Q methodology is a combination of a quantitative approach with the interpretation of qualitative research. 20 stakeholders of SML-TC are asked to Q sort using a photograph from score +4 to -4, and then why they choose are asked. Next, PQ method software is applied for Q method analysis and three distinct factors have resulted - three types of attributes are identified as SML perceived image: (1) - mountain climbing and hiking, (2) - local landscape and culture, (3) - participating in sport events plus high-end accommodation. A projected image and brand are developed based on these attributes.