The moderating effects of travel arrangement types on tourists' formation of Taiwan's unique image

Image of a destination influences tourists' perceptions and evaluations of that destination. The current study aims to investigate the formation of Taiwan's unique image from the perspective of travel arrangement types. Analyzing survey data from the Taiwan Tourism Bureau, the study finds that unique image formation is moderated by type of travel arrangement. For group inclusive tourists, induced and organic information and experiential variety are image drivers, whereas cost efficiency is an image inhibitor. For free independent tourists, organic information, pre-tour planning horizon, experiential variety, and friendliness satisfaction are image drivers, whereas repeat visitation and time efficiency are inhibitors. Regarding tourist nationality, Chinese free independent tourists perceived Taiwan's unique image as above average, whereas Japanese tourists generally perceived Taiwan's unique image as below average. This study offers several implications for destination management organizations and travel agencies seeking to formulate effective policies and strategies.