Destination image in travel magazines: A textual and pictorial analysis of Hong Kong and Macau

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Author(s)
Hsu, CHC
Song, H
Griffith University Author(s)
Year published
2013
Metadata
Show full item recordAbstract
Based on analyses of texts and pictures in the top six outbound travel magazines in Mainland China, this article presents an evaluation of the destination images of Hong Kong and Macau as portrayed in 88 travel articles over a three-year period. The results showed that the projected destination images of Hong Kong and Macau were dominated by attributes related to Culture, history and art and Leisure and recreation. Hong Kong was often described by image attributes such as places and attractions, shopping, cuisine and food, hotels, and the creative industries. For Macau, history and heritage, places and attractions, gambling, ...
View more >Based on analyses of texts and pictures in the top six outbound travel magazines in Mainland China, this article presents an evaluation of the destination images of Hong Kong and Macau as portrayed in 88 travel articles over a three-year period. The results showed that the projected destination images of Hong Kong and Macau were dominated by attributes related to Culture, history and art and Leisure and recreation. Hong Kong was often described by image attributes such as places and attractions, shopping, cuisine and food, hotels, and the creative industries. For Macau, history and heritage, places and attractions, gambling, cuisine and food, and hotels were the most often reported. During the study period, Hong Kong and Macau witnessed several significant changes in the image attributes featured in both texts and pictures. These changes were partly influenced by news and events over the period. Implications for destination marketing organizations and directions for future research were suggested.
View less >
View more >Based on analyses of texts and pictures in the top six outbound travel magazines in Mainland China, this article presents an evaluation of the destination images of Hong Kong and Macau as portrayed in 88 travel articles over a three-year period. The results showed that the projected destination images of Hong Kong and Macau were dominated by attributes related to Culture, history and art and Leisure and recreation. Hong Kong was often described by image attributes such as places and attractions, shopping, cuisine and food, hotels, and the creative industries. For Macau, history and heritage, places and attractions, gambling, cuisine and food, and hotels were the most often reported. During the study period, Hong Kong and Macau witnessed several significant changes in the image attributes featured in both texts and pictures. These changes were partly influenced by news and events over the period. Implications for destination marketing organizations and directions for future research were suggested.
View less >
Journal Title
Journal of Vacation Marketing
Volume
19
Issue
3
Copyright Statement
© 2013 SAGE Publications. This is the author-manuscript version of the paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Marketing
Tourism
Tourism marketing