Testing the Impact of a Promotional Video on Destination Image Change: Application of China as a Tourism Destination

    Authors

    A. Shani; P. J. Chen; Y. C. Wang;N. Hua

    Comments

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    Abbreviated Journal Title

    Int. J. Tour. Res.

    Keywords

    destination image; China; destination marketing; tourism marketing; FRAMEWORK; KOREA; Hospitality, Leisure, Sport & Tourism

    Abstract

    This study empirically examines the potential effects of a promotional video on the image change of China as a travel destination. The analysis is based on an experimental study conducted among young, international short-term employees in the USA. Despite positive changes in almost all the destination attributes as a result of watching the promotional video, the structure of the image constructs remains fairly stable, providing critical insights on the potential role of publicity campaigns in affecting destination images. Results of the study reveal that China's image consists of mixed and often contrasting representations, especially the polarity of modernisation and progress versus nature and history. It was found that the dominant factor affecting the respondents' behavioural intentions was the cultural and nature tourism dimension. Although other image dimensions exhibit influence as well, findings of this study suggest that perceived value should be a strategic focus in promoting China as a desirable travel destination, in addition to culture and nature tourism. This paper ends with conclusions and implications for both research on destination image and destination marketing in China. Copyright (C) 2009 John Wiley & Sons, Ltd.

    Journal Title

    International Journal of Tourism Research

    Volume

    12

    Issue/Number

    2

    Publication Date

    1-1-2010

    Document Type

    Article

    Language

    English

    First Page

    116

    Last Page

    133

    WOS Identifier

    WOS:000275361100002

    ISSN

    1099-2340

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