Branding Taiwan for tourism using ‘Decision Making Trial and Evaluation Laboratory’ and ‘Analytic Network Process’ methods

Chun-An Chen, Ming-Huang Lee and Ya-Hui Yang

The Service Industries Journal, 2010, vol. 32, issue 8, 1355-1373

Abstract: Countries should have a clear, credible, appealing, distinctive image in a wide and diverse global marketplace. Nation branding is a good method for countries to survive and prosper in a wide and diverse global marketplace, and many countries have embraced the concept. Nation branding is a sophisticated endeavor, which includes economics, tourism, culture, and political destiny. This paper addresses the problem of branding Taiwan's tourism using the decision making trial and evaluation laboratory approach combined with the analytic network process method to evaluate the performance criteria of branding Taiwan. The results show that ‘festival’ is the critical criterion for branding Taiwan for tourism.

Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/02642069.2010.545881 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:32:y:2010:i:8:p:1355-1373

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FSIJ20

DOI: 10.1080/02642069.2010.545881

Access Statistics for this article

The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

More articles in The Service Industries Journal from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().