Abstract
AbstractBased on coupling theory, this paper analyzes mainland Chinese tourists who had purchased Taiwanese products before they traveled to Taiwan, and presents three key findings: (1) The evaluation value of mainland Chinese tourists for tourism destination image (TDI) is higher than that of product country image (PCI). (2) The degrees of coupling coordination between TDI and PCI as well as cognitive TDI and cognitive PCI are barely balanced; the degree of coupling coordination between affective TDI and affective PCI is slightly unbalanced. (3) There are stable and fluctuating coupling coordination relationships between TDI and PCI in different social demographic groups.
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