In brief

• In Taiwan, 68% of respondents say they know Luxembourg: 15% very well, 62% quite well and 23% a little.
• 25% of those who know the country have already been there, mainly for tourism purposes (88%), followed by business purposes (16%) and private purposes (to visit a friend or family member, 11%).
• 35% recall having seen media coverage on Luxembourg.

Spontaneous associations

Taiwanese spontaneously associate Luxembourg with the idea of:

• a country with unique and international cultural assets (19%),
• a prosperous country (16%) and
• a small country (14%),

In terms of image

• Normative/ethical aspects: the country’s environmental commitment, tolerance and responsibility towards future generations are highly appreciated.
• Cultural aspects: cultural richness, creativity and charismatic figures make the country particularly appealing.
• Nature: landscapes, rivers and preserved nature enhance the tourism image.
• Functional aspects: education opportunities, an attractive work environment and a favourable investment environment are recognised, but remain the least influential factors.

Behavioural factors

• Normative values and nature primarily stimulate positive word of mouth as well as the interest in travel.
• Culture, complemented by functional elements, boosts interest in Luxembourgish products and helps attract talent.

Implications

Promote the country’s creative industries and charismatic figures, boost communication about environmental leadership and illustrate the balance between innovation and tradition. (Methodological note: respondents report a high level of knowledge).