Dear Participant,

I am a postgraduate student from the Leeds University School, majoring in Corporate Communication and Public Relations. As part of my studies, I am engaged in a dissertation for which I have chosen the above topic. The purpose of this survey is to investigate attributes of celebrity endorsement in promoting Taiwan tourism towards Asia market. The results of the research will be used only for academic purposes and will not be used for any commercial purpose. Your responses will be treated with absolute anonymous and confidentially. It would be appreciated if you could spend a few minutes in my survey.


Please read the following before completing the questionnaire

This questionnaire is organized into four sections, incorporating questions that focus on specific of the study. Each question refers a number of statements, in which the respondent has to state his/her view, by circling one of the alternatives on a seven point scale. Please answer all questions as completely as possible. Thank you again for your help.