A NEW METHOD TO MEASURE THE CONSISTENCY BETWEEN PERCEIVED AND PROJECTED DESTINATION IMAGE

WU Jin-feng; ZHOU Jing-chao; SHI Xiao-teng; WANG Zi-hao

doi:10.13959/j.issn.1003-2398.2024.03.016

PDF(4547 KB)

HUMAN GEOGRAPHY ›› 2024, Vol. 39 ›› Issue (3) : 151-162. DOI: 10.13959/j.issn.1003-2398.2024.03.016

TOURISM

A NEW METHOD TO MEASURE THE CONSISTENCY BETWEEN PERCEIVED AND PROJECTED DESTINATION IMAGE

WU Jin-feng^1,2, ZHOU Jing-chao^1,2, SHI Xiao-teng^1,2, WANG Zi-hao^1,2

Author information +

History +

Abstract

Tourists often choose a destination based on their image rather than the objective reality, and they are more willing to choose a destination with a good image. Therefore, the Destination Marketing Organization (DMO) makes every effort to establish a positive and attractive destination image in the minds of tourists. However, the image perceived by tourists may not be consistent with the image projected by DMO, and improving the consistency between perceived image and projected image is an objective need to improve the marketing effect of destination image. So, effectively measuring the consistency between projected and perceived destination images is very meaningful for destination image marketing. This paper uses deductive method to explore a new method to measure the consistency of the two from the cognitive image dimension, and uses the domestic tourist image data of Hangzhou and Xi'an obtained from a large sample questionnaire survey to conduct empirical research. The main conclusions are as follows: 1) It is feasible to quantitatively evaluate the consistency between tourists' perceived image and DMO projected image using the calculation formulas of attribute matching degree, dimension matching degree, and overall matching degree; 2) The flagshaped chart of attribute matching degree, the fan-shaped chart of dimension matching degree and the snailshaped chart of overall matching degree provide a visual method for DMO to accurately and intuitively grasp the market cognitive image of tourism destinations; 3) The key to improve the marketing effect of tourist destination image is to improve the popularity of tourist destinations and the familiarity of tourists and the shortcut to improve the market cognitive image of tourist destinations is to improve the quality and level of tourism services; 4) From 2014 to 2015, the tourism destination cognitive image matching degree of Hangzhou was higher than that of Xi'an, and the tourism image marketing effect of Hangzhou was better.

Key words

cognitive image / project image / perceived image / matching degree / popularity index

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

WU Jin-feng, ZHOU Jing-chao, SHI Xiao-teng, WANG Zi-hao. A NEW METHOD TO MEASURE THE CONSISTENCY BETWEEN PERCEIVED AND PROJECTED DESTINATION IMAGE[J]. HUMAN GEOGRAPHY. 2024, 39(3): 151-162 https://doi.org/10.13959/j.issn.1003-2398.2024.03.016

References

[1] Kim H, Stepchenkova S. Effect of tourist photographs on attitudes towards destination:Manifest and latent content[J]. Tourism Management, 2015,49:29-41.
[2] Chon K S. The role of destination image in tourism:A review and discussion[J]. The Tourist Review, 1990,45(2):2-9.
[3] Gartner W C. Tourism image:Attribute measurement of state tourism products using multidimensional scaling techniques[J]. Journal of Travel Research, 1989,28(2):16-20.
[4] Ekinci Y. From destination image to destination branding:An emerging area of research[J]. E-review of Tourism Research, 2003,1(2):21-24.
[5] Thi L H B. Congruency between the projected and perceived tourism destination image of Vietnam[J]. Journal of International Business Research, 2011,10(2):1-13.
[6] Zhang H, Wu Y, Buhalis D. A model of perceived image, memorable tourism experiences and revisit intention[J]. Journal of Destination Marketing&Management, 2018,8:326-336.
[7] Andreu L, Bigne J E, Cooper C. Projected and perceived image of Spain as a tourist destination for British travellers[J]. Journal of Travel&Tourism Marketing, 2000,9(4):47-67.
[8] Mak A H N. Online destination image:Comparing national tourism organisation's and tourists' perspectives[J]. Tourism Management, 2017,60(6):280-297.
[9] Barich H, Kotler P. A framework for marketing image management[J]. MIT Sloan Management Review, 1991,32(2):94-104.
[10] Fakeye P C, Crompton J L. Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley[J]. Journal of Travel Research, 1991,30(2):10-16.
[11] Baloglu S, McCleary K W. A model of destination image formation[J]. Annals of Tourism Research, 1999,26(4):868-897.
[12] Wang C Y, Hsu M K. The relationships of destination image, satisfaction, and behavioral intentions:An integrated model[J]. Journal of Travel&Tourism Marketing, 2010,27(8):829-843.
[13] 王君怡,吴晋峰,王阿敏.旅游目的地形象认知过程——基于扎根理论的探索性研究[J].人文地理,2018,33(6):152-160.[Wang Junyi,Wu Jinfeng, Wang Amin. Process of the tourist destination image elements:An exploratory study based on grounded theory[J]. Human Geography, 2018,33(6):152-160.]
[14] 李巍,张树夫.旅游地形象认知心理分析与测评[J].地理与地理信息科学,2007,23(3):92-95.[Li Wei, Zhang Shufu. Psychological analysis and measurement of tourism destination image[J]. Geography and GeoInformation Science, 2007,23(3):92-95.]
[15] Kotler P, Haider D, Rein I. Marketing Places:Attracting Investment, Industry, and Tourism to Cities, States, and Nations[M]. New York:The Free Press, 1993:97-108.
[16] Hunter W C. Projected destination image:A visual analysis of Seoul[J]. Tourism Geographies, 2012,14(3):419-443.
[17] Grosspietsch M. Perceived and projected images of Rwanda:Visitor and international tour operator perspectives[J]. Tourism Management, 2006,27(2):225-234.
[18] Bramwell B, Rawding L. Tourism marketing images of industrial cities[J]. Annals of Tourism Research, 1996,23(1):201-221.
[19] Tasci A D A, Gartner W C. Destination image and its functional relationships[J]. Journal of Travel Research, 2007,45(4):413-425.
[20] Költringer C, Dickinger A. Analyzing destination branding and image from online sources:A web content mining approach[J]. Journal of Business Research, 2015,68(9):1836-1843.
[21] Qu Y, Dong Y, Gao J. A customized method to compare the projected and perceived destination images of repeat tourists[J/OL]. Journal of Destination Marketing&Management, 2022,25:100727. https://doi.org/10.1016/j.jdmm.2022.100727.
[22] Chu Q, Bao G, Sun J. Progress and prospects of destination image research in the last decade[J/OL]. Sustainability, 2022,14(17):10716. https://doi.org/10.3390/su141710716.
[23] Lai M Y, Wang Y, Khoo-Lattimore C. Do food image and food neophobia affect tourist intention to visit a destination? The case of Australia[J]. Journal of Travel Research, 2020,59(5):928-949.
[24] Line N D, Hanks L. The effects of environmental and luxury beliefs on intention to patronize green hotels:The moderating effect of destination image[J]. Journal of Sustainable Tourism, 2016,24(6):904-925.
[25] Yang J, He J, Gu Y. The implicit measurement of destination image:The application of implicit association tests[J]. Tourism Management, 2012,33(1):50-52.
[26] Echtner C M, Ritchie J R B. The measurement of destination image:An empirical assessment[J]. Journal of Travel Research, 1993,31(4):3-13.
[27] 程圩,郭昳岚.目的地投射形象与旅游者接收形象差异分析:以西安为例[J].西北大学学报(自然科学版),2016,46(6):902-906.[Cheng Wei, Guo Yilan. The comparative study of the projected and perceived destination image:Take Xi'an as an example[J]. Journal of Northwest University (Natural Science Edition), 2016,46(6):902-906.]
[28] Chan C S, Zhang Y. Matching projected image with perceived image for geotourism development:A qualitative-quantitative integration[J]. Asian Geographer, 2018,35(2):143-160.
[29] Duan X, Marafa L M, Chan C S, et al. Measuring the gaps in the projected image and perceived image of rural tourism destinations in China's Yangtze River Delta[J]. Sustainability, 2020,12(12):1-16.
[30] 林龙飞,吴柳柳.基于网络文本的韶山旅游投射形象与接收形象对比研究[J].怀化学院学报,2018,37(10):24-29.[Lin Longfei, Wu Liuliu. A comparative study of the projection image and perceptual image of Shaoshan tourism based on network text[J]. Journal of Huaihua University, 2018,37(10):24-29.]
[31] 吴红焱,杨晓霞.网红景区投射形象与接收形象的对比研究:以重庆万盛奥陶纪景区为例[J].资源开发与市场,2019,35(12):1556-1560.[Wu Hongyan, Yang Xiaoxia. Comparative study on projected and perceived image in online scenic spot:Taking Ordovician scenic spot of Wansheng as a case[J]. Resource Development&Market, 2019,35(12):1556-1560.]
[32] Xiao X, Fang C, Lin H, et al. A framework for quantitative analysis and differentiated marketing of tourism destination image based on visual content of photos[J/OL]. Tourism Management, 2022,93:104585. https://doi.org/10.1016/j.tourman.2022.104585.
[33] 刘雨潇,张建国.基于凝视理论的村落景区旅游形象投射与感知对比研究——以浙江杭州天目月乡为例[J].西南大学学报(自然科学版),2021,43(5):18-26.[Liu Yuxiao, Zhang Jianguo. A gaze theory-based comparative study of tourism image projection and perception of rural scenic spot:A case study of Tianmuyue rural, Hangzhou Zhejiang[J]. Journal of South West University (Natural Science Edition), 2021,43(5):18-26.]
[34] Stepchenkova S, Zhan F. Visual destination images of Peru:Comparative content analysis of DMO and user-generated photography[J]. Tourism Management, 2013,36:590-601.
[35] Sun, M, Ryan, C, Pan, S. Using chinese travel blogs to examine perceived destination image:The case of New Zealand[J]. Journal of Travel Research, 2015,54(4):543-555.
[36] Khan S. Perceived and projected image of India as a tourism destination[J]. South Asian Journal of Tourism and Heritage, 2013,6(1):97-107.
[37] Marine-Roig E, Clavé S A. Destination image gaps between official tourism websites and user-generated content[C]//Inversini A, Schegg R. Information and Communication Technologies in Tourism 2016. Switzerland:Springer, Cham, 2016:253-265.
[38] Marine-Roig E, Ferrer-Rosell B. Measuring the gap between projected and perceived destination images of Catalonia using compositional analysis[J]. Tourism Management, 2018,68:236-249.
[39] 刘鹏,吴华清,江兵,等.旅游目的地形象广告效应分析:基于双重差分模型的估计[J].旅游学刊,2017,32(8):38-47.[Liu Peng, Wu Huaqing, Jiang bing, et al. The effect of image advertising in tourism destinations:A difference-in-differences estimation[J]. Tourism Tribune, 2017,32(8):38-47.]
[40] 吴晋峰.美国人入境前后中国旅游形象对比研究[J].旅游研究, 2014,6(1):12-20.[Wu Jinfeng. A comparative study of China's tourism image of the pre and post Americans entry[J]. Tourism Research, 2014,6(1):12-20.]
[41] 吴晋峰.旅游目的地形象"拼图"及测评方法[J].陕西师范大学学报(自然科学版),2014,42(6):85-93.[Wu Jinfeng. Jigsaw puzzle of tourist destination image and its evaluation index[J]. Journal of Shaanxi Normal University (Natural Science Edition), 2014,42(6):85-93.]