Abstract
The primary objective of the study is to assess tourist destination image through (1) measuring Xiamen tourists' cognitive image of Kinmen Island, and (2) analyzing main and subordinate resources of Kinmen. The major findings show that Kinmen Island is “a pleasant place for tour” and “a mystic place” for the mainland Chinese tourists. It also implies that tourists' curiosity, not the substantial resources about the destination, could be one of the reasons for their choices. The results of this study suggest tourism industry on the Island cannot merely depend on tourists' curiosity or the mysteriousness of the destination. It is essential to provide a product with integrity for the planning of the tourism industry of Kinmen.
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