Application of Perception-Promotion Matrix Model: The case of Kaohsiung City

Keywords

perception-promotion matrix (PPM) , image perception gap, destination image, blog, official promotion information

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.

Publication Date

2-24-2012

Original Citation

Chen, H., Chen, P. (2012). Application of Perception-Promotion Matrix Model: The case of Kaohsiung City. Journal of Travel and Tourism Marketing 29 (2), 163-184.

Number of Pages

163-184

Document Type

Paper

Language

English

Source Title

Journal of Travel and Tourism Marketing

Volume

29

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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