4 research outputs found
Measuring the Gaps in the Projected Image and Perceived Image of Rural Tourism Destinations in China’s Yangtze River Delta
Destination Marketing Organizations (DMOs) at all levels have an ultimate goal of building strong and positive images for their destinations. However, the projected image from the supply side is not necessarily the mirror of the perceived image from the demand side. This study adopted the content analysis method to evaluate the projected image and perceived image of rural destinations in China to see whether there is any discrepancy between and within the two categories. Comparative analysis of different information sources including web contents and on-site visitor interviews were processed. The evaluation of image congruency demonstrates that official websites focus more on cognitive image elements (knowledge and beliefs of the place). Besides promoting attractions, it provides information on geography background and promotes local culture. Business web content promotes attractions, package tour, and activities which can generate revenue. The perceived image includes more sentiment contents: on-site visitors expressed more negative attitude, but social media comments are relatively positive.
Keywords: destination image; projected image; perceived image; content analysis; rural touris
Recommended from our members
Perceived tranquility in green urban open spaces
NoTranquility has a number of facets. Given the role that tranquility plays in societies, it is increasingly seen as an environmental indicator. Earlier, some have identified tranquility as contributing to health and wellbeing of individuals and the society, making it to be rooted in the context of sound natural ecosystems as a desirable environmental characteristic.
Previous studies have identified tranquility places as having links to nature and natural features, wild landscapes, naturally behaving wildlife and natural sounds. The question of how tranquility can be evaluated and the perception of tranquility by visitors is a continuous recurrence. This study therefore selected seven green open spaces in Hong Kong in an attempt to answer these and other questions that are arising. Although results vary, it however provides a perspective on how people perceive tranquil spaces as part of their leisure and recreation indulgence, given rise to the concept of eco-leisure.Research Grants Council of the Hong Kong Special Administrative Region, China (RGC/GRF, CUHK449612