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Abstract
Destination image has long been a popular research topic in tourism studies. However, methods used to integrate image in real marketing practice and evaluating the market performance in a systematic way are still puzzling to practitioners. A destination image promotion model is proposed in this paper as an effort to solve the problem. The roles of some major factors such as image identification, image communication vehicles, and image promotion tools, are discussed. In order to test the model's applicability, the city of Nanjing, China is used as a study case. Some observation and survey results on Nanjing's image promotion practices are introduced and analyzed, including data collected in a large-scale image measurement questionnaire survey conducted during the Fall of 2000.
Parent Publication
Citation
Li, Xiang; Vogelsong, Hans. 2003. A model of destination image promotion with a case study of Nanjing, P. R. China. In: Schuster, Rudy, comp., ed. Proceedings of the 2002 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NE-302. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northeastern Research Station. 194-199
