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題名 在台灣留學之西方國際生對台國家的態度改變研究
Before and after: Non-Asian international students` perceptions of the nation brand Taiwan
作者 寶琳娜
Machado, Paulina
貢獻者 蕭宏祺
Shiau, Hong-Chi
寶琳娜
Machado, Paulina
關鍵詞 國家品牌
跨文化遭遇交流
非亞洲人的身份轉變
旅遊經歷
對台灣的看法
千禧一代
Nation branding
Intercultural encountering exchange
Transformed identities non-Asian
Sojourning experiences
Perception towards Taiwan
Millennials
日期 2019
上傳時間 7-Aug-2019 16:41:57 (UTC+8)
摘要 This article aims to realize the non-Asian international students` contrast in perception before and after having a studying/living abroad experience in Taiwan, by identifying the most frequent concepts extracted from in-depth interviews conducted to non-Asian international students across the country. Therefore, this research provides helpful insight into the key themes to use in order to attract international students and ultimately promote the nation brand Taiwan.
參考文獻 Anholt, S. (2007). Competitive identity: the new brand management for nations, cities and
regions. Palgrave McMillan. United States.
Auer, V., & Bergström, E. (2017). Touch, Swipe or Click?: Understanding information
exchange (eWOM) on Instagram and how it can be encouraged. Department of
Business Studies, Uppsala University. Sweden.
Bakshy, E. et al (2012). The Role of Social Networks in Information Diffusion.
Proceedings of the 21st Annual Conference on World Wide Web.
Bath, S., & Reddy, S. (1998). Symbolic and functional positioning of brands. Journal of
consumer marketing. Emerald.
Bourdeau, P. (1984). Distinction: A social critique of the judgment of taste. Harvard
University Press. Cambridge, Massachusetts.
Boyce, C., & Neale, P. (2006). Conducting In-depth Interviews: A Guide for Designing and Conducting In-Depth Interviews for Evaluation Input. Monitoring and Evaluation – 2.
Pathfinder International Tool Series. Retrieved from:
http://www2.pathfinder.org/site/DocServer/m_e_tool_series_indepth_interviews.pdf
Brand Finance (2017). Brand Finance Nation Brands 2017. Retrieved from:
ttps://brandfinance.com/knowledge-centre/reports/brand-finance-nation-brands-2017/
Caldwell, N., & Freire, J.R. (2004). The difference between branding a country, a region,
and a city: Applying the brand box model. Journal of Brand Management, 12(1):
50–61.
Callon, M.(1986). The Sociology of an Actor Net-Network: The Case of the Electric Vehicle.
pp. 19-34 in Callon, Michel; Law, John; Rip, Arie (eds.)
Campus France (2014). Student Mobility Asia and Oceania. les notes de Campus France
Hors-série n° 12bis. Retrieved from:
https://ressources.campusfrance.org/publi_institu/etude_prospect/mobilite_continent/en/note_12_hs_en.pdf
Cho, H. et. al (2002). Social Information Sharing in a CSCL Community. Human Computer
Interaction (HCI) Group Cornell University.
FICHET (2018). Who we are. Extracted from:
https://www.fichet.org.tw/?post_type=about&p=596&hl=en
Yang, Y., & White, E. (2019). Xi Jinping asserts that Taiwan and China ‘will be unified’.
Financial Times. Retrieved from:
https://www.ft.com/content/fcabb7e8-0e45-11e9-a3aa-118c761d2745
Fan, Y. (2010). Branding the nation: Towards a better understanding. Springer. 6: 97.
Guerlain, P. (1997). The Ironies and Dilemmas of America`s Cultural Dominance: a
Transcultural Approach. American Studies International. Vol. 35, No. 2.
Graddol, D. (1997). Future in English?. The British Council. The English Company Ltd.
The United Kingdom.
Grünzweig, W., & Rinehart, N. (2002). Rockin’ in Red Square: Critical Approaches to
International Education in the Age of Cyberculture. Piscataway. NJ: Transaction.
Heritage (2019). Index of Economic Freedom. Retrieved from:
https://www.heritage.org/index/country/taiwan
Ho, H. (2011). Negotiating the Boundaries of (In)Visibility: Asian American Men and
Asian/American Masculinity on Screen. The University of Michigan.
Holt, D. (2003). Brands and branding. Research gate. Retrieved from:
https://www.researchgate.net/publication/307966276_Brands_and_Branding
Huang, S.F. (1991) Some sociolinguistic observations on Taiwan. The World of Chinese
Language & Literature 7 (6), 16–22.
InterNations (2018). Expat insider 2018. InterNations GmbH. Munich, Germany.
Jibeen, Tahira & Khan, Masha. (2015). Internationalization of Higher Education: Potential
Benefits and Costs. International Journal of Evaluation and Research in Education
(IJERE). 4. 196. 10.11591/ijere.v4i4.4511.
Khachaturian, J., & Morganosky, A. (1990). Quality perceptions by country of origin.
International journal of retail & distribution management. Vol 18 n°5.
Kloter, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing
and brand management perspective. Henry Stewart Publications 1350-231X
Brand Management vol. 9, no. 4–5, 249–261
Liu, N., & White, E. (2019). Taiwan calls for international support in face of China pressure.
Financial Times. Retrieved from
https://www.ft.com/content/798edcf8-1f86-11e9-b2f7-97e4dbd3580d
McEneaney, C. (2019). A Guide to Celebrating Taiwan`s Dragon Boat Festival. Culture Trip.
Retrieved from:
https://theculturetrip.com/asia/taiwan/articles/taiwans-dragon-boat-festival/
McEneaney, C. (2019). 5 Taiwanese Customs to Celebrate Moon Festival. Culture Trip.
Retrieved from:
https://theculturetrip.com/asia/taiwan/articles/5-taiwanese-customs-to-celebrate-moon-festival/
Ministry of Education (2015). Education in Taiwan 2014-2015. Taipei: Ministry of
education. Retrieved from:
https://stats.moe.gov.tw/files/ebook/Education_in_Taiwan/2014-2015_Education_in_Taiwan.pdf
Ministry of Education (2018). Education in Taiwan 2018-2019. Taipei: Ministry of
education. Retrieved from:
http://stats.moe.gov.tw/files/ebook/Education_in_Taiwan/2018-2019_Education_in_Taiwan.pdf
Mol, A. 2010. Actor-Network Theory: Sensitive Terms and Enduring Tensions.
K Iner Zeitschrift f r Soziologie und Sozialpsychologie 50(1):253-269.
Nilson, Theresse, (2010), Good for Living? On the Relationship between Globalization and
Life Expectancy, World Development Vol. 38, No. 9, pp. 1191–1203, 2010
Noticias de Taiwan (2019). Taiwán registra 11 millones de visitantes foráneos por
primera vez. Retrieved from [in spanish]:
https://noticias.nat.gov.tw/news.php?unit=95&post=148101
Park, C. et. al. (1986). Strategic brand concept-image management. Journal of
marketing. Vol 50. 135 - 145.
OECD (2013). Education at a Glance 2013: OECD Indicators. OECD Publishing.
http://dx.doi.org/10.1787/eag-2013-en
Koprowski, G. (2018). Young Millennials ditch Facebook for Snapchat and Instagram.
Website Expert Builder. Retrieved from: https://www.websitebuilderexpert.com/blog/millennials-leave-facebook-for-snapchat-and-instagram/
Kotler, P., & Armstrong, G. (2005). Principles of marketing. Prentice Hall.
Porter, L., & Golan, G. J. (2006). From subservient chicken to brawny men: A
comparison of viral advertising to television advertising. Journal of Interactive
Advertising, 6(2), 26-33.
Roc-Taiwan (2018). Reference List of Universities/Colleges Providing Degree Programs
Taught in English 2018 academic year. Retrieved from:
https://www.roc-taiwan.org/uploads/sites/159/2017/12/List-of-English-Taught-201 8-academic-year.pdf
Schwab, K. (2016). The Global Competitiveness Report 2017–2018. World Economic Forum.
Retrieved from:
http://www3.weforum.org/docs/GCR2017-2018/05FullReport/TheGlobalCompetitivenessReport2017%E2%80%932018.pdf
Smith, J. & Matthews, J. (2012). Are we all cultural intermediaries now? An introduction
to cultural intermediaries in context. European Journal of Cultural Studies. Sage.
Statista (2019). Leading countries based on number of Instagram users as of April 2019
(in millions). Retrieved from:
https://www.statista.com/statistics/578364/countries-with-most-instagram-users/
Street, J. (1997). Politics and popular culture. Temple University Press. Philadelphia,
Pennsylvania. United States.
Taiwan Today (2017). Global scholarships attract record number of applications. Taiwan
Today. Retrieved from:
https://taiwantoday.tw/news.php?unit=2,6,10,15,18&post=122598
Taiwan Tourism Bureau (2018). World Travel Market Press Release 2018. Retrieved
from:
https://london.wtm.com/__novadocuments/524531?v=636755380364870000
UNESCO (2014). Higher education in Asia: expanding out, expanding up.
UNESCO Institute of Statistics. Canada.
Yung, A. (2016). Internationalization in Taiwan- new policy on foreign higher education
providers. The Observatory on Borderless Higher Education. United Kingdom.
Van der Horst, J. (2016). The Evolution of Taiwanese Identity. The Diplomat. Retrieved
from:
https://thediplomat.com/2016/06/the-evolution-of-taiwanese-identity/
Volcic, Z., & Andrejevic, M. (2011). Nation Branding in the Era of Commercial
Nationalism. International Journal of Communication 5 (2011), 598–618
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
106461017
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106461017
資料類型 thesis
dc.contributor.advisor 蕭宏祺zh_TW
dc.contributor.advisor Shiau, Hong-Chien_US
dc.contributor.author (Authors) 寶琳娜zh_TW
dc.contributor.author (Authors) Machado, Paulinaen_US
dc.creator (作者) 寶琳娜zh_TW
dc.creator (作者) Machado, Paulinaen_US
dc.date (日期) 2019en_US
dc.date.accessioned 7-Aug-2019 16:41:57 (UTC+8)-
dc.date.available 7-Aug-2019 16:41:57 (UTC+8)-
dc.date.issued (上傳時間) 7-Aug-2019 16:41:57 (UTC+8)-
dc.identifier (Other Identifiers) G0106461017en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124905-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 106461017zh_TW
dc.description.abstract (摘要) This article aims to realize the non-Asian international students` contrast in perception before and after having a studying/living abroad experience in Taiwan, by identifying the most frequent concepts extracted from in-depth interviews conducted to non-Asian international students across the country. Therefore, this research provides helpful insight into the key themes to use in order to attract international students and ultimately promote the nation brand Taiwan.en_US
dc.description.tableofcontents Table of contents



List of figures and tables ……………………………………………………………………..i

CHAPTER ONE. Introduction …………………………………………………………….1

1.1 Motivations ……………………………………………………………………….2

CHAPTER TWO. Literature review ………………………………………….…………..4

2.1 Nation Brand and concepts related to it ………………………..….……...……...4

2.2 Brand Taiwan 101 ………………………………………..……………….….......5

2.3 Brand Taiwan SWOT analysis …………………………………………………..7

2.4 Globalization and internationalization of tertiary education ……..……………...7

2.5 Study in Taiwan ………………………………………………………………….10

2.5.1 Choosing Taiwan …………………………..…………………………..10

2.5.2 International Students in Taiwan ………………………………………12

CHAPTER THREE. Research gap …………………………………..…………………....14

3.1 Research question …………………………………………………….……..…...15

3.2 Theoretical framework …………………………………………………………..15

3.2.1 Brand concept-image theory ………………………………..………....16

3.2.2 Actor-Network theory……………………...…………………………..18

CHAPTER FOUR. Methodology ………..…………………………………….…..………22

4.1.1 Subsections .………………………………...………………………….22

4.1.2 Sample.…………………………………………………………………23

4.1.3 Techniques ……………………………………………………………..26

4.1.4 Procedure ………………………………………………………….…...26

4.1.4.1 In-depth interview …………………………………………...26

4.1.4.2 Netnographic research ……………………………………….27

4.1.5 Timetable …………………………………………………….………...27

4.2 Interviewing processes …………………………………………………………..28

4.2.1 In-depth questionnaire sample ..………………………………………..28

4.2.2 In-depth interview themes ………………………………..……………28

CHAPTER FIVE. Results …………………………………………………………………30

5.1 Before coming to Taiwan...………………………………………………………30

5.1.1 University and city selection process …………………...……………..32

5.1.2 Just landed: first impressions on Taiwan……………………………….34

5.2 After the acculturation process and change in perceptions ……………………...36

5.2.1 Taiwan’s rich culture…………………………………………………...37

5.2.1.1 Experiencing local culture……...……………………...……..38

5.2.1.2 The kindness of the Taiwanese…...……………………...…...44

5.2.1.3 Safety first …………………………………………………...47

5.2.1.4 Under the weather……………….…………………………...49

5.2.2 How convenient is Taiwan?....................................................................53

5.2.2.1 Transportation system………………………………………..54

5.2.2.2 From the city to the wilderness………………………………58

5.2.2.3 Accessing products and services……………………………..61

5.2.3 On campus experience………………………………………………….64

5.2.3.1 Language: the struggle is real………………………………...65

5.2.3.2 Class environment……………………………………………66

5.2.3.3 Faculty………………………………………………………..68

5.2.3.4 Scholarship program………………………………………….69

CHAPTER SIX. Conclusions ……………………………………………………………...70

6.1 Suggestions ……………………………………………………………………....73

6.2 Limitations ……………………………………………………………………….74

References …………………………………………………………………………………..75

List of figures and tables



Figures………………………………………………………………………………………….

Figure 1. Leading countries based on a number of Instagram users as of April 2019……….20

Figure 2. Students preferences for city and program selection………………………………32

Figure 3. Concepts associated with a negative first impression on Taiwan…...……………..34

Figure 4. Interviewee n°3 complaining about traffic in Taipei, Taiwan……….……………..35

Figure 5. Interviewee n°3 marching during Pride in Taipei, Taiwan……………………......39

Figure 6. Interviewee n°6 having mango shaved ice Kaohsiung, Taiwan…………………...40

Figure 7. Interviewee n°8 having tea in Kaohsiung, Taiwan………………………………...41

Figure 8. Interviewee n°6 having zongzi in New Taipei City, Taiwan………………………42

Figure 9. Interviewee n°7 with pomelo hat in Taichung, Taiwan……………………………43

Figure 10. Interviewee n°3 thanking Taiwanese friend in Taipei, Taiwan………………….45

Figure 11. Interviewee n°12 enjoying the weather in Hualien, Taiwan……………………...49

Figure 12. Interviewee n°9 complaining about the weather...……………………………….51

Figure 13. Interviewee n°2 complaining about the weather…………………………………51

Figure 14. Interviewee n°6 at a public bus in New Taipei City, Taiwan…………………….55

Figure 15. Interviewee n°10 using Ubike in Taipei, Taiwan……………………...…………56

Figure 16. Interviewee n°11 riding his scooter in Kaohsiung, Taiwan………………………57

Figure 17. Interviewee n°12 enjoying a day trip in Hualien, Taiwan…………………..……59

Figure 18. Interviewee n°2 on a spontaneous trip to New Taipei City, Taiwan……………...60

Figure 19. Interviewee n°6 eating at Family Mart in New Taipei City, Taiwan………...….. 62

Figure 20. Interviewee n°4 eating at a restaurant in Taipei City, Taiwan……………………63

Tables…………………………………………………………………………………………..

Table 1. Interviewees organized by city……………………………………………………...24

Table 2. Interviewees statistics according to the following categories……………..………..25

Table 3. Schedule of activities…………………………………………………………….....27

Table 4. In-depth interview questionnaire sample …..……………………………………….28

Table 5. Preliminary themes of in-depth interviews………………………………………….29

Table 6. Subcoding extracted from “rich culture” coding……………………………………37

Table 7. Subcoding extracted from “convenience” coding…………………………………..53

Table 8. Subcoding extracted from “on campus experience” coding……………….………..64		zh_TW
dc.format.extent 2606881 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106461017en_US
dc.subject (關鍵詞) 國家品牌zh_TW
dc.subject (關鍵詞) 跨文化遭遇交流zh_TW
dc.subject (關鍵詞) 非亞洲人的身份轉變zh_TW
dc.subject (關鍵詞) 旅遊經歷zh_TW
dc.subject (關鍵詞) 對台灣的看法zh_TW
dc.subject (關鍵詞) 千禧一代zh_TW
dc.subject (關鍵詞) Nation brandingen_US
dc.subject (關鍵詞) Intercultural encountering exchangeen_US
dc.subject (關鍵詞) Transformed identities non-Asianen_US
dc.subject (關鍵詞) Sojourning experiencesen_US
dc.subject (關鍵詞) Perception towards Taiwanen_US
dc.subject (關鍵詞) Millennialsen_US
dc.title (題名) 在台灣留學之西方國際生對台國家的態度改變研究zh_TW
dc.title (題名) Before and after: Non-Asian international students` perceptions of the nation brand Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Anholt, S. (2007). Competitive identity: the new brand management for nations, cities and
regions. Palgrave McMillan. United States.
Auer, V., & Bergström, E. (2017). Touch, Swipe or Click?: Understanding information
exchange (eWOM) on Instagram and how it can be encouraged. Department of
Business Studies, Uppsala University. Sweden.
Bakshy, E. et al (2012). The Role of Social Networks in Information Diffusion.
Proceedings of the 21st Annual Conference on World Wide Web.
Bath, S., & Reddy, S. (1998). Symbolic and functional positioning of brands. Journal of
consumer marketing. Emerald.
Bourdeau, P. (1984). Distinction: A social critique of the judgment of taste. Harvard
University Press. Cambridge, Massachusetts.
Boyce, C., & Neale, P. (2006). Conducting In-depth Interviews: A Guide for Designing and Conducting In-Depth Interviews for Evaluation Input. Monitoring and Evaluation – 2.
Pathfinder International Tool Series. Retrieved from:
http://www2.pathfinder.org/site/DocServer/m_e_tool_series_indepth_interviews.pdf
Brand Finance (2017). Brand Finance Nation Brands 2017. Retrieved from:
ttps://brandfinance.com/knowledge-centre/reports/brand-finance-nation-brands-2017/
Caldwell, N., & Freire, J.R. (2004). The difference between branding a country, a region,
and a city: Applying the brand box model. Journal of Brand Management, 12(1):
50–61.
Callon, M.(1986). The Sociology of an Actor Net-Network: The Case of the Electric Vehicle.
pp. 19-34 in Callon, Michel; Law, John; Rip, Arie (eds.)
Campus France (2014). Student Mobility Asia and Oceania. les notes de Campus France
Hors-série n° 12bis. Retrieved from:
https://ressources.campusfrance.org/publi_institu/etude_prospect/mobilite_continent/en/note_12_hs_en.pdf
Cho, H. et. al (2002). Social Information Sharing in a CSCL Community. Human Computer
Interaction (HCI) Group Cornell University.
FICHET (2018). Who we are. Extracted from:
https://www.fichet.org.tw/?post_type=about&p=596&hl=en
Yang, Y., & White, E. (2019). Xi Jinping asserts that Taiwan and China ‘will be unified’.
Financial Times. Retrieved from:
https://www.ft.com/content/fcabb7e8-0e45-11e9-a3aa-118c761d2745
Fan, Y. (2010). Branding the nation: Towards a better understanding. Springer. 6: 97.
Guerlain, P. (1997). The Ironies and Dilemmas of America`s Cultural Dominance: a
Transcultural Approach. American Studies International. Vol. 35, No. 2.
Graddol, D. (1997). Future in English?. The British Council. The English Company Ltd.
The United Kingdom.
Grünzweig, W., & Rinehart, N. (2002). Rockin’ in Red Square: Critical Approaches to
International Education in the Age of Cyberculture. Piscataway. NJ: Transaction.
Heritage (2019). Index of Economic Freedom. Retrieved from:
https://www.heritage.org/index/country/taiwan
Ho, H. (2011). Negotiating the Boundaries of (In)Visibility: Asian American Men and
Asian/American Masculinity on Screen. The University of Michigan.
Holt, D. (2003). Brands and branding. Research gate. Retrieved from:
https://www.researchgate.net/publication/307966276_Brands_and_Branding
Huang, S.F. (1991) Some sociolinguistic observations on Taiwan. The World of Chinese
Language & Literature 7 (6), 16–22.
InterNations (2018). Expat insider 2018. InterNations GmbH. Munich, Germany.
Jibeen, Tahira & Khan, Masha. (2015). Internationalization of Higher Education: Potential
Benefits and Costs. International Journal of Evaluation and Research in Education
(IJERE). 4. 196. 10.11591/ijere.v4i4.4511.
Khachaturian, J., & Morganosky, A. (1990). Quality perceptions by country of origin.
International journal of retail & distribution management. Vol 18 n°5.
Kloter, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing
and brand management perspective. Henry Stewart Publications 1350-231X
Brand Management vol. 9, no. 4–5, 249–261
Liu, N., & White, E. (2019). Taiwan calls for international support in face of China pressure.
Financial Times. Retrieved from
https://www.ft.com/content/798edcf8-1f86-11e9-b2f7-97e4dbd3580d
McEneaney, C. (2019). A Guide to Celebrating Taiwan`s Dragon Boat Festival. Culture Trip.
Retrieved from:
https://theculturetrip.com/asia/taiwan/articles/taiwans-dragon-boat-festival/
McEneaney, C. (2019). 5 Taiwanese Customs to Celebrate Moon Festival. Culture Trip.
Retrieved from:
https://theculturetrip.com/asia/taiwan/articles/5-taiwanese-customs-to-celebrate-moon-festival/
Ministry of Education (2015). Education in Taiwan 2014-2015. Taipei: Ministry of
education. Retrieved from:
https://stats.moe.gov.tw/files/ebook/Education_in_Taiwan/2014-2015_Education_in_Taiwan.pdf
Ministry of Education (2018). Education in Taiwan 2018-2019. Taipei: Ministry of
education. Retrieved from:
http://stats.moe.gov.tw/files/ebook/Education_in_Taiwan/2018-2019_Education_in_Taiwan.pdf
Mol, A. 2010. Actor-Network Theory: Sensitive Terms and Enduring Tensions.
K Iner Zeitschrift f r Soziologie und Sozialpsychologie 50(1):253-269.
Nilson, Theresse, (2010), Good for Living? On the Relationship between Globalization and
Life Expectancy, World Development Vol. 38, No. 9, pp. 1191–1203, 2010
Noticias de Taiwan (2019). Taiwán registra 11 millones de visitantes foráneos por
primera vez. Retrieved from [in spanish]:
https://noticias.nat.gov.tw/news.php?unit=95&post=148101
Park, C. et. al. (1986). Strategic brand concept-image management. Journal of
marketing. Vol 50. 135 - 145.
OECD (2013). Education at a Glance 2013: OECD Indicators. OECD Publishing.
http://dx.doi.org/10.1787/eag-2013-en
Koprowski, G. (2018). Young Millennials ditch Facebook for Snapchat and Instagram.
Website Expert Builder. Retrieved from: https://www.websitebuilderexpert.com/blog/millennials-leave-facebook-for-snapchat-and-instagram/
Kotler, P., & Armstrong, G. (2005). Principles of marketing. Prentice Hall.
Porter, L., & Golan, G. J. (2006). From subservient chicken to brawny men: A
comparison of viral advertising to television advertising. Journal of Interactive
Advertising, 6(2), 26-33.
Roc-Taiwan (2018). Reference List of Universities/Colleges Providing Degree Programs
Taught in English 2018 academic year. Retrieved from:
https://www.roc-taiwan.org/uploads/sites/159/2017/12/List-of-English-Taught-201 8-academic-year.pdf
Schwab, K. (2016). The Global Competitiveness Report 2017–2018. World Economic Forum.
Retrieved from:
http://www3.weforum.org/docs/GCR2017-2018/05FullReport/TheGlobalCompetitivenessReport2017%E2%80%932018.pdf
Smith, J. & Matthews, J. (2012). Are we all cultural intermediaries now? An introduction
to cultural intermediaries in context. European Journal of Cultural Studies. Sage.
Statista (2019). Leading countries based on number of Instagram users as of April 2019
(in millions). Retrieved from:
https://www.statista.com/statistics/578364/countries-with-most-instagram-users/
Street, J. (1997). Politics and popular culture. Temple University Press. Philadelphia,
Pennsylvania. United States.
Taiwan Today (2017). Global scholarships attract record number of applications. Taiwan
Today. Retrieved from:
https://taiwantoday.tw/news.php?unit=2,6,10,15,18&post=122598
Taiwan Tourism Bureau (2018). World Travel Market Press Release 2018. Retrieved
from:
https://london.wtm.com/__novadocuments/524531?v=636755380364870000
UNESCO (2014). Higher education in Asia: expanding out, expanding up.
UNESCO Institute of Statistics. Canada.
Yung, A. (2016). Internationalization in Taiwan- new policy on foreign higher education
providers. The Observatory on Borderless Higher Education. United Kingdom.
Van der Horst, J. (2016). The Evolution of Taiwanese Identity. The Diplomat. Retrieved
from:
https://thediplomat.com/2016/06/the-evolution-of-taiwanese-identity/
Volcic, Z., & Andrejevic, M. (2011). Nation Branding in the Era of Commercial
Nationalism. International Journal of Communication 5 (2011), 598–618		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201900307en_US