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Exploring the cultural travel image by content analysis: The case of Tamsui district

Taiwan had started to stimulate distinctive local marketing concept of “one town one product” for 319 towns from 1989. However, it is a challenge for each small town wherein a small and dense population island has a clear segmented image. The goal of this study intends to assist the travel community to identify the image representation of Tamsui by analyzing the official recommended scenic spots. The method provides a more objective measurement for the cultural heritage and the history beyond the value propositions of the different stakeholders. The variables most frequently reported in the survey include: Mackay, school, Japanese and fort. The paper provides new image for destination marketing organization, from which future promotion strategy can be stimulated.