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Measuring the Gaps in the Projected Image and Perceived Image of Rural Tourism Destinations in China’s Yangtze River Delta

Author

Listed:
  • Xialei Duan

    (Faculty of International Tourism Management, City University of Macau, Avenida Padre Tomás Pereira Taipa, Macau, China)

  • Lawal Mohammed Marafa

    (Department of Geography and Resource Management, The Chinese University of Hong Kong, Shatin, N.T., Hong Kong, China)

  • Chung-Shing Chan

    (Department of Geography and Resource Management, The Chinese University of Hong Kong, Shatin, N.T., Hong Kong, China)

  • Han Xu

    (School of Geography, University of Leeds, Woodhouse, Leeds LS2 9JT, UK
    Department of Social Sciences, Education University of Hong Kong, 10 Lo Ping Rd, Tai Po, N.T. Hong Kong, China)

  • Lewis T. O. Cheung

    (Department of Social Sciences, Education University of Hong Kong, 10 Lo Ping Rd, Tai Po, N.T. Hong Kong, China)

Abstract

Destination Marketing Organizations (DMOs) at all levels have an ultimate goal of building strong and positive images for their destinations. However, the projected image from the supply side is not necessarily the mirror of the perceived image from the demand side. This study adopted the content analysis method to evaluate the projected image and perceived image of rural destinations in China to see whether there is any discrepancy between and within the two categories. Comparative analysis of different information sources including web contents and on-site visitor interviews were processed. The evaluation of image congruency demonstrates that official websites focus more on cognitive image elements (knowledge and beliefs of the place). Besides promoting attractions, it provides information on geography background and promotes local culture. Business web content promotes attractions, package tour, and activities which can generate revenue. The perceived image includes more sentiment contents: on-site visitors expressed more negative attitude, but social media comments are relatively positive.

Suggested Citation

  • Xialei Duan & Lawal Mohammed Marafa & Chung-Shing Chan & Han Xu & Lewis T. O. Cheung, 2020. "Measuring the Gaps in the Projected Image and Perceived Image of Rural Tourism Destinations in China’s Yangtze River Delta," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:12:p:5121-:d:375347
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    References listed on IDEAS

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    Cited by:

    1. Nina Zhu & Gang Zeng & Xue Li & Zhangqi Zhong, 2023. "Optimum spatial scale of regional tourism cooperation based on spillover effects in tourism flows," Tourism Economics, , vol. 29(2), pages 409-436, March.

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