Author: Wong, K. W. Dennis
Title: Perceived tourism destination image of western China : evidence from Hong Kong residents
Degree: M.Phil.
Year: 2004
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- Marketing
Tourism -- China -- Planning
Consumer behavior
Department: School of Hotel and Tourism Management
Pages: xi, 123 leaves : ill. ; 30 cm
Language: English
Abstract: The main purpose of this study was to examine the tourism destination image (TDI) of southwestern China (SWP) as perceived by Hong Kong residents. The impacts of visitation to similar destinations on TDI and the relationship between TDI and likelihood of visiting SWP were also studied. Data were obtained through a telephone survey by using a questionnaire developed from literature review and focus groups in this study. Respondents were asked to rate on their level of agreement on 22 TDI statements of SWP, and consider the importance of 22 TDI attributes for a general tourist destination. The results revealed that an overall favorable TDI of SWP was perceived by Hong Kong residents. Six TDI factors were generated from a factor analysis on the 22 TDI statements. "Tourist Attractions and Activities" was the most favorable factor whereas the "Tourism Development" factor was least favorable and was slightly negatively perceived. This study also identified six perceived important TDI factors among Hong Kong residents through a factor analysis on the 22 TDI attributes. The perceived most important TDI factors were "Safety" and "Tourism Development". Hong Kong residents with visitation experience of similar destination(s) of SWP were found to perceive the TDI of SWP more positively than those who had no such experience(s). Satisfaction level of visitation experience of similar destination(s) was found to positively correlate to TDI. In contrast to the perceived favorable TDI of SWP, the likelihood for Hong Kong residents to visit SWP was found to be low. Results from a multiple regression analysis indicated that the "Environment" and "Tourist Attractions and Activities" TDI factors (from perceived SWP TDI statements) could best predict respondents' likelihood of visiting SWP; however, the results indicated a low explanatory power of this prediction. The findings generally concluded that SWP was a favorable tourist destination for Hong Kong residents. While there is a wealth of tourism resources in SWP, the tourism development there has to be improved. Hong Kong residents who have experience in traveling similar destination(s) of SWP would be a favorable market segment to be targeted in promoting SWP as a tourist destination, but there could be many determinants apart from TDI affecting their likelihood to visit a destination. The findings of this study supported the existing literature of visitation influence and satisfaction influence, and provided evidence of visitation influence on TDI of similar destination(s).
Rights: All rights reserved
Access: open access

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