African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4190

Full Length Research Paper

How to develop Taiwan's tourism nation brand

Chun-An Chen1*, Hsien-Li Lee2, Ming-Huang Lee3 and Ya-Hui Yang3
1Department of International Business, Chung Hua University, 707, Sec. 2, WuFu Rd., HsinChu, Taiwan 30012, R. O. C. 2Department of Accounting, Chung Yuan Christian University, 200, Chung Pei Rd., Chung Li, Taiwan 32023, R. O. C. 3Department of Business Administration, Chung Hua University, 707, Sec. 2, WuFu Rd., HsinChu, Taiwan 30012, R. O. C.
Email: [email protected]

  •  Accepted: 04 May 2011
  •  Published: 18 August 2011

Abstract

Globalization and the intensification of economic competition are increasing demand for nation brands. Tourism has a significant association with nation brand for the rapidly growing tourism industry in the future. A good nation brand will help a country's economic growth by promoting the tourism industry. In this study, Decision Making Trial and Evaluation Laboratory (DEMATEL) and Maximum Mean De-Entropy (MMDE) are adopted to analyze the factors of tourism as they relate to branding Taiwan. The results show that the ‘festival’ is the most important fact for Taiwan nation brand in perspective of tourism.

 

Key words: Nation brand, tourism, decision making trial and evaluation laboratory (DEMATEL), maximum mean de-entropy (MMDE), Taiwan.

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This article is published under the terms of the Creative Commons Attribution License 4.0

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