APPLICATION OF PERCEPTION-PROMOTION MATRIX MODEL-THE CASE OF KAOHSIUNG CITY

    Authors

    H. J. Chen; P. J. Chen;M. H. Wang

    Comments

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    Abbreviated Journal Title

    J. Travel Tour. Mark.

    Keywords

    Perception-Promotion Matrix (PPM); image perception gap; destination; image; blog; official promotion information; IMPORTANCE-PERFORMANCE ANALYSIS; ATTRIBUTE-LEVEL PERFORMANCE; DESTINATION IMAGE; CUSTOMER SATISFACTION; INTERNET; QUALITY; BLOGS; WEB; Hospitality, Leisure, Sport & Tourism

    Abstract

    While a substantial amount of destination image research has been performed, few researchers have explored image perception gaps between tourists and government promotions. This study examines the perception gap between blogs and destination marketing organizations (DMOs) promotions by introducing a four-quadrant diagnostic tool: the Perception-Promotion Matrix (PPM). This case study collected data from 168 domestic and 64 international blogs, and 70 Chinese and 36 English official Kaohsiung City promotional websites to investigate image gap. The findings revealed significant "Tourist Infrastructure" image perception gaps, both from domestic and international traveler perspectives. The PPM suggests Kaohsiung City DMOs successfully promote an image of culture by hosting events and festivals. However, analysis indicates failure on the part of these DMOs to promote an image of Kaohsiung as an Ocean capital. Recommendations resulting from this study are provided for Kaohsiung City DMO consideration.

    Journal Title

    Journal of Travel & Tourism Marketing

    Volume

    29

    Issue/Number

    2

    Publication Date

    1-1-2012

    Document Type

    Article

    Language

    English

    First Page

    163

    Last Page

    184

    WOS Identifier

    WOS:000302172900005

    ISSN

    1054-8408

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