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China's Chairman Mao: A visual analysis of Hunan Province online destination image

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  • Hunter, William Cannon

Abstract

Chairman Mao Zedong, founder of the People's Republic of China, is the main attraction in Shaoshan Village, Hunan. The Great Helmsman was born here and his likeness lives on after him in the form of statues, portraits, and souvenirs. His legacy is commemorated at his childhood home and family shrine – filled with markers, displays and artifacts. This paper describes how these representations of Mao work as a key element of the Hunan (湖南) Province online tourism destination image. The study was based on a compound content analysis-semiotic analysis method and a purposive sample of 995 photographs gathered from 257 websites. It was found that Mao-related photographic representations found online make up an interconnected and internally self-referential destination image of Hunan. The image combines intrinsic cultural value with commercial use value in ways that complement China's Green and Red Tourism policy. The control of this complex image is not, however, entirely in the hands of tourism marketers.

Suggested Citation

  • Hunter, William Cannon, 2013. "China's Chairman Mao: A visual analysis of Hunan Province online destination image," Tourism Management, Elsevier, vol. 34(C), pages 101-111.
    • Handle: RePEc:eee:touman:v:34:y:2013:i:c:p:101-111
    DOI: 10.1016/j.tourman.2012.03.017
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    Cited by:

    1. Hunter, William Cannon, 2016. "The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul," Tourism Management, Elsevier, vol. 54(C), pages 221-229.
    2. Tseng, Chi & Wu, Bihu & Morrison, Alastair M. & Zhang, Jingru & Chen, Ying-chen, 2015. "Travel blogs on China as a destination image formation agent: A qualitative analysis using Leximancer," Tourism Management, Elsevier, vol. 46(C), pages 347-358.
    3. Qu, Ying & Dong, Yinyin & Xiang, Guopeng, 2021. "Attachment-triggered attributes and destination revisit," Annals of Tourism Research, Elsevier, vol. 89(C).
    4. Xu, Keshuai, 2015. "Types of red tourists in China: Evidence from Shaoshan," Annals of Tourism Research, Elsevier, vol. 51(C), pages 57-59.
    5. Pearce, Philip L. & Wang, Zhe, 2019. "Human ethology and tourists’ photographic poses," Annals of Tourism Research, Elsevier, vol. 74(C), pages 108-120.

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