Tourism is one of the major industries for many Asian countries. Tourism also generated countries’ main revenues. Overseas students have become part of the export industry of the host countries. International students contribute to a country’s economy both directly and indirectly. High education has also become more attractive to the foreign community compared to a decade ago. Many countries are planning to attract more degree students from abroad. It is important for the destination marketers and tourism authority to promote and create strategy in order to get international students’ intention to travel to the destination.
This study explored the international students’ impression with Taiwan as well as examined the changes in their perceptions to the countries’ image overtime staying experiences. The cultural similarity was also studied in this research. Based on a survey of 264 international students from different countries over the world, by using direct survey and online survey and, this study applied the Importance Performance Analysis and ANOVA to analyze the data. The results show that international students change their perceptions about Taiwan overtime staying experiences. This study also indicates cultural similarity has impacts on international students’ perception about Taiwan. In addition, this study provides useful information to the Taiwan Bureau of Tourism and the travel and tourism research.

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