A visual analysis of destinations in travel magazines
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This study presents a visual analysis of photographs of six destinations (Hong Kong, Macau, Japan, South Korea, Vietnam and Taiwan) published in Chinese travel magazines. The object and subject categories, size, and providers of the photographs are content analyzed. The three most popular object categories were Culture, history and art; Leisure and recreation; and Physical environment. The dominant subject category was No people. Multiple Correspondence Analysis showed that the different destinations correlated with diverse object and subject categories. All six destinations were portrayed differently in terms of the source and size of the photographs. These findings can be utilized by destination marketing organizations (DMOs) to devise positioning and promotion activities for implementation in the Chinese market.
Journal of Travel & Tourism Marketing
© 2014 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in the Journal of Travel & Tourism Marketing on 24 Feb 2014, available online: http://www.tandfonline.com/doi/abs/10.1080/10548408.2014.873308