dc.description.tableofcontents | Table of contentsList of figures and tables ……………………………………………………………………..iCHAPTER ONE. Introduction …………………………………………………………….11.1 Motivations ……………………………………………………………………….2CHAPTER TWO. Literature review ………………………………………….…………..42.1 Nation Brand and concepts related to it ………………………..….……...……...42.2 Brand Taiwan 101 ………………………………………..……………….….......52.3 Brand Taiwan SWOT analysis …………………………………………………..72.4 Globalization and internationalization of tertiary education ……..……………...72.5 Study in Taiwan ………………………………………………………………….102.5.1 Choosing Taiwan …………………………..…………………………..102.5.2 International Students in Taiwan ………………………………………12CHAPTER THREE. Research gap …………………………………..…………………....143.1 Research question …………………………………………………….……..…...153.2 Theoretical framework …………………………………………………………..153.2.1 Brand concept-image theory ………………………………..………....163.2.2 Actor-Network theory……………………...…………………………..18CHAPTER FOUR. Methodology ………..…………………………………….…..………224.1.1 Subsections .………………………………...………………………….224.1.2 Sample.…………………………………………………………………234.1.3 Techniques ……………………………………………………………..264.1.4 Procedure ………………………………………………………….…...264.1.4.1 In-depth interview …………………………………………...264.1.4.2 Netnographic research ……………………………………….274.1.5 Timetable …………………………………………………….………...274.2 Interviewing processes …………………………………………………………..284.2.1 In-depth questionnaire sample ..………………………………………..284.2.2 In-depth interview themes ………………………………..……………28CHAPTER FIVE. Results …………………………………………………………………305.1 Before coming to Taiwan...………………………………………………………305.1.1 University and city selection process …………………...……………..325.1.2 Just landed: first impressions on Taiwan……………………………….345.2 After the acculturation process and change in perceptions ……………………...365.2.1 Taiwan’s rich culture…………………………………………………...375.2.1.1 Experiencing local culture……...……………………...……..385.2.1.2 The kindness of the Taiwanese…...……………………...…...445.2.1.3 Safety first …………………………………………………...475.2.1.4 Under the weather……………….…………………………...495.2.2 How convenient is Taiwan?....................................................................535.2.2.1 Transportation system………………………………………..545.2.2.2 From the city to the wilderness………………………………585.2.2.3 Accessing products and services……………………………..615.2.3 On campus experience………………………………………………….645.2.3.1 Language: the struggle is real………………………………...655.2.3.2 Class environment……………………………………………665.2.3.3 Faculty………………………………………………………..685.2.3.4 Scholarship program………………………………………….69CHAPTER SIX. Conclusions ……………………………………………………………...706.1 Suggestions ……………………………………………………………………....736.2 Limitations ……………………………………………………………………….74References …………………………………………………………………………………..75List of figures and tablesFigures………………………………………………………………………………………….Figure 1. Leading countries based on a number of Instagram users as of April 2019……….20Figure 2. Students preferences for city and program selection………………………………32Figure 3. Concepts associated with a negative first impression on Taiwan…...……………..34Figure 4. Interviewee n°3 complaining about traffic in Taipei, Taiwan……….……………..35Figure 5. Interviewee n°3 marching during Pride in Taipei, Taiwan……………………......39Figure 6. Interviewee n°6 having mango shaved ice Kaohsiung, Taiwan…………………...40Figure 7. Interviewee n°8 having tea in Kaohsiung, Taiwan………………………………...41Figure 8. Interviewee n°6 having zongzi in New Taipei City, Taiwan………………………42Figure 9. Interviewee n°7 with pomelo hat in Taichung, Taiwan……………………………43Figure 10. Interviewee n°3 thanking Taiwanese friend in Taipei, Taiwan………………….45Figure 11. Interviewee n°12 enjoying the weather in Hualien, Taiwan……………………...49Figure 12. Interviewee n°9 complaining about the weather...……………………………….51Figure 13. Interviewee n°2 complaining about the weather…………………………………51Figure 14. Interviewee n°6 at a public bus in New Taipei City, Taiwan…………………….55Figure 15. Interviewee n°10 using Ubike in Taipei, Taiwan……………………...…………56Figure 16. Interviewee n°11 riding his scooter in Kaohsiung, Taiwan………………………57Figure 17. Interviewee n°12 enjoying a day trip in Hualien, Taiwan…………………..……59Figure 18. Interviewee n°2 on a spontaneous trip to New Taipei City, Taiwan……………...60Figure 19. Interviewee n°6 eating at Family Mart in New Taipei City, Taiwan………...….. 62Figure 20. Interviewee n°4 eating at a restaurant in Taipei City, Taiwan……………………63Tables…………………………………………………………………………………………..Table 1. Interviewees organized by city……………………………………………………...24Table 2. Interviewees statistics according to the following categories……………..………..25Table 3. Schedule of activities…………………………………………………………….....27Table 4. In-depth interview questionnaire sample …..……………………………………….28Table 5. Preliminary themes of in-depth interviews………………………………………….29Table 6. Subcoding extracted from “rich culture” coding……………………………………37Table 7. Subcoding extracted from “convenience” coding…………………………………..53Table 8. Subcoding extracted from “on campus experience” coding……………….………..64 | zh_TW |
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