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

Keywords

destination image, China, destination marketing, tourism marketing

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

Publication Date

6-23-2009

Original Citation

Shani, A., Chen, P., Wang, Y.C., Hua, N. (2010). Testing the Impact of a Promotional Video on Destination Image Change: Application of China as a Tourism Destination. International Journal of Tourism Research. 12, 116-133.

Number of Pages

113-133

Document Type

Paper

Language

English

Source Title

International Journal of Tourism Research

Volume

12

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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