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

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  • Chun-An Chen
  • Ming-Huang Lee
  • Ya-Hui Yang

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.

Suggested Citation

  • Chun-An Chen & Ming-Huang Lee & Ya-Hui Yang, 2010. "Branding Taiwan for tourism using ‘Decision Making Trial and Evaluation Laboratory’ and ‘Analytic Network Process’ methods," The Service Industries Journal, Taylor & Francis Journals, vol. 32(8), pages 1355-1373, October.
    • Handle: RePEc:taf:servic:v:32:y:2010:i:8:p:1355-1373
    DOI: 10.1080/02642069.2010.545881
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    References listed on IDEAS

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    1. Anholt, Simon, 2005. "Anholt Nation Brands Index: How Does the World See America?," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 296-304, September.
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