Destination image in travel magazines

Abstract

Based on analyses of texts and pictures in the top six outbound travel magazines in Mainland China, this article presents an evaluation of the destination images of Hong Kong and Macau as portrayed in 88 travel articles over a three-year period. The results showed that the projected destination images of Hong Kong and Macau were dominated by attributes related to Culture, history and art and Leisure and recreation. Hong Kong was often described by image attributes such as places and attractions, shopping, cuisine and food, hotels, and the creative industries. For Macau, history and heritage, places and attractions, gambling, cuisine and food, and hotels were the most often reported. During the study period, Hong Kong and Macau witnessed several significant changes in the image attributes featured in both texts and pictures. These changes were partly influenced 2 by news and events over the period. Implications for destination marketing organizations and directions for future research were suggested.

Balaton Lake (virtual) projected and perceived destination image amid Covid-19 pandemic

“…Codes with a considerable discrepancy between visual and textual content are marked in bold. The level of incongruence between the textual and visual representation of the destination was in line with what has been concluded in previous studies (Hsu and Song, 2013; Lojo et al, 2020).…”

“…This was also confirmed in the context of Lake Balaton’s landscape and ambient features, such as a lake view, crystal clear water, peace and silence. Hsu and Song (2013) study’s most represented visual destination image category was leisure and recreation activities, justifying the pictorial representation of surfing and sailing within this study. Moreover, since the natural landscape is dominated by water/the lake itself, it could be considered a dominant image element.…”

“…The textual content was centred around hotel features and the Tihany peninsula. In relation to the dominance of textual content in contrast to visual content, hotel features could be perceived as infrastructure elements of a destination, complementing Hsu and Song’s (2013) findings within their Hong Kong study that the general infrastructure category was commonly depicted through textual representation. Moreover, in order to depict the most distinctive code clusters and the relationships (co-occurrence) between them, a clustering of the codes was undertaken, resulting in five unique clusters: hotel , Tihany peninsula , Balaton view (with two codes: fascinating view of Lake Balaton and beautiful landscapes of Lake Balaton ), Surfing and sailing and beach activities (Figure 3).…”

A Textual and Visual Analysis of the Intrinsic Value Dimensions of Romania: Towards a Sustainable Destination Brand

“…A milestone in including the visual element in assessing TDI was the work of [87]. Since then, pictorial materials (in addition to textual data) have been analysed via several techniques such as content analysis [59,82,84,[88][89][90].…”

A Study of Tourism Satisfaction and Destination Image for Leisure Travelers Who Use Macau Low-Cost Carriers

“…Several scholars and researchers have already verified the reasonability of this category by practice. Hsu & Song (2013) found out some photos reflecting the history, heritage, gambling, cuisine and hotels of Macau by searching the magazines published in Mainland China. Research done by Lee, et al, (2014) proved that perception of destination could be different between visiting before and after.…”