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Perceiving the Tourism Image of Italy: A Study of the Destination Image Framework of Italy in the Chinese Market

Author

Listed:
  • Han Shen
  • Ligang Peng
  • Antonio Usai

Abstract

Italy, a world class tourist destination, attracts countless tourists and was listed among the top destinations in terms of international arrivals. In recent years, the number of Chinese tourists visiting Italy has increased at an annual growth rate of 18% and Italy was listed as the favorite destination among Chinese outbound tourists. This study conducted a survey of Chinese market to understand the perception of Italy as a tourist destination. A destination image framework was developed on the basis of the data analysis. By the analysis of variance together with a multivariate linear regression analysis, the authors explored the Chinese residents’ reasons for choosing Italy as a tourist destination and the relevant related factors. The findings of this study could have implications for the country’s image marketing.

Suggested Citation

  • Han Shen & Ligang Peng & Antonio Usai, 2018. "Perceiving the Tourism Image of Italy: A Study of the Destination Image Framework of Italy in the Chinese Market," International Business Research, Canadian Center of Science and Education, vol. 11(3), pages 30-47, March.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:3:p:30-47
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    References listed on IDEAS

    as
    1. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    2. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    image perception; destination image framework; Chinese outbound tourism;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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