Regarding New Southbound Policy launched in 2016, Thai tourists are a targeted and promising market for Taiwan. In order to attract targeted tourists to the destination, image and the overall perception of the destination is a very important issue to study since it has significant effects on destination selection consequent to the increase of the number of tourists visiting the country. However, the image can be formed from processing information from different sources, including Tourist-Generated Content (TGC), this is the travel experience content created by the tourists such as in the travel blog. Presently, internet facilitates tourists to share their travel experience online easily. It allows tourists to be involved in forming any destination image by the spread of electronic word-of-mouth (eWOM). This study aims to explore the perceived destination image of Taiwan from travel blogs in Thailand. The research questions are 1) What are the main destinations in Taiwan that Thai tourists visited? 2) What are the perceived tourism attributes of Taiwan within travel blogs written by Thai tourists? 3) How do Thai tourists impress with their trip to Taiwan?. The current study employed a qualitative approach applying content analysis from secondary data. The text data from 71 travel blogs from pantip.com as a famous Thai platform were collected and analyzed. The study revealed that the main destinations of bloggers visited were Taipei and New Taipei. Second, the results disclosed seven cognitive attributes that reflect the destination image of Thai tourists, namely transportation, accommodation, tourist attraction, food and drink, shopping, facility and service, and other tourism-related issues. Third, the findings also indicated the three attributes that reflect tourists' impressive experience: recreational and leisure activity, interaction with Taiwanese people, and overall impression of the trip. In conclusion, Thai tourists perceived Taiwan as an impressive country. The results can contribute to the more effective marketing and promotion strategies by tourism organizations in Taiwan.

Acknowledgement i
Abstract iii
Table of Contents v
List of Tables vii
List of Figures ix

Chapter 1 – Introduction 1
1.1 Research Background 1
1.2 Purpose of Study 9
1.3 Definition of Terms 9

Chapter 2 – Literature Review 11
2.1 Destination Image and Its Formation 11
2.2 Online Travel Reviews as eWOM 17
2.3 Travel behaviors of Thai tourists in Taiwan 20

Chapter 3 – Methodology 23
3.1 Research Design 23
3.2 Research Setting:Pantip.com 24
3.3 Data Collection and Analysis 27
3.4 Reliability and Validity Concerns 34

Chapter 4 – Findings and Discussion 37
4.1 Characteristics of the Blogs 37
4.1.1 Number of Textual Words 38
4.1.2 Gender of Blogger and Year of Posting 38
4.1.3 Destination 39
4.1.4 Type of Tourist 40
4.1.5 Trip Period 41
4.1.6 Trip Duration 42
4.1.7 Flight 43
4.1.8 Source of Information 43
4.2 Cognitive Attributes 43
4.2.1 Transportation 44
4.2.2 Accommodation 46
4.2.3 Tourist Attraction 47
4.2.4 Food and Drink 68
4.2.5 Shopping 74
4.2.6 Facility and Service 76
4.2.7 Other Tourism-Related Issues 82
4.3 Impressive Experience Attributes 85
4.3.1 Recreational and Leisure Activity 85
4.3.2 Interaction with Taiwanese People 89
4.3.3 Overall Impression of the Trip 91
4.4 Summary 93

Chapter 5 – Conclusion 97
5.1 Summary of the Study 97
5.2 Limitations 98
5.3 Managerial Implications 100
5.4 Direction for Future Studies 103
5.5 Researcher’s Reflection 104
References 109
Appendix 125
Appendix 1 125
Appendix 2 131
Appendix 3 137

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