Taiwan has many things to see and enjoy. Its Chinese culture and way of life is quite different from a North American one. The wild tall mountains in the middle of the Island contradict the heavily populated cities. Due to globalization and peoples’ increased urge to travel and see different places, Taiwan is in a position to increase its tourism. The purpose of this study is to engage discussion of different perceptions of travel to Taiwan particularly as a travel destination. It also will try to understand tourist’s grievances and shortcomings of Taiwan as a travel destination and attempt to offer suggestions on improving these things.
The paper hopes to evaluate and understand the typical view and image of what different niches have on Taiwan/ and their readiness to come and travel here. The study will try to gage the level of appeal Taiwan has to different groups of people. The paper will also attempt to see if different population segments from visitors to Taiwan can be linked together in their behaviors and preferences. Meaning, his study will try to assess if different segmented groups from the foreign travel population are associated with each other in having the same travel preferences or having the same travel dislikes. In this way it will attempt to offer suggestions on how to market a destination in a context that would be appealing to a traveler who is interested in visiting Asia, by positioning itself in an appropriate and appealing way. Hopefully the study could provide a basis for a successful marketing strategy to lure foreign travelers to Taiwan. With this information a more accurate and up to date idea of international traveler’s image of Taiwan can be gathered and understood. This can be put to use in order to make Taiwan become a more desirable location to visit.
The research results of this study show that international travelers to Taiwan enjoy Taiwan for its fun, freedom, local people, hospitality, service quality climate. The study reveals that the short comings in Taiwan’s image have to do with things like cleanliness, beaches, and to some extent other things such as opportunity for adventure and accessibility. Overall this study reveals Taiwan to be a convenient destination with beautiful contradictions in culture and nature.

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