Does one culture all think the same? an investigation of destination image perceptions from several origins

Does one culture all think the same?

An investigation of destination image

perceptions from several origins

Glenn McCartney

Abstract

Purpose – The purpose of this paper is primarily to examine the impact of cultural background on

image formation by looking at Macao’s regional tourism destination image perceptions by its main tourist

markets of China (PRC), Hong Kong and Taiwan. Other image formation components are explored within

this context, such as the impact of travel behaviors, travel motives and sources of information on

Macao’s image.

Design/methodology/approach – A face-to-face survey (random sampling) was conducted in the

departure areas of the international airports in Hong Kong, Beijing, Shanghai and Taiwan (Kaohsiung).

This uncovered perceptions of actual visitors and potential visitors to Macao, and allowed for only those

with the ability to travel to be interviewed.

Findings – Multivariate analysis conducted on the data revealed significant differences between the

Chinese travelers from the various cities on leading image perception attributes, travel behaviors, travel

motives and influences of sources of information.

Research limitations/implications – Cultural background, while recognized in the image research as

an important component in destination image formation, has been rarely examined in tourism destination

image studies with research conducted on one nationality or group of people based on specific

demographic indicators (such as student, leisure or business traveler). The research reveals important

implications for the successful positioning and branding of a destination targeting at various markets

even within one nation or culture, and questioning overall effectiveness of future image research that

proposes national marketing and promotional strategy based on one source group.

Originality/value – As competition continues to intensify within cities and regions for domestic and

international travel, the paper shows that there is a need to design tailored marketing, promotion and

public relations programs in order to optimize influence on specific travel segments.

Keywords Culture, Travel, Tourism, Perception, Ethnic groups, Behaviour

Paper type Research paper

Introduction

The relevance of managing a destination image continues to rise as ‘‘a city’s image heavily

influences destination choices, creates destination brand value and serves as an indicator

for the substitutability of destinations’’ (Dolnicar and Grabler, 2004, p. 100). The concept and

complexity of tourism destination image has been investigated from a diverse range of

perspectives, from the image formation process (Gunn, 1972; Gartner, 1993) to the various

external and internal factors that can influence this process (Baloglu and McCleary, 1999).

Gallarza et al. (2002), in forming a taxonomy of the methodologies and statistical procedures

for measuring destination image from 1971 to 1999, regrouped 65 works, summarizing and

characterizing these within seven distinct topics:

1. conceptualization and dimensions;

2. destination image formation process;

3. assessment and measurement of destination image;

DOI 10.1108/16605370810912182 VOL. 63 NO. 4 2008, pp. 13-26, Q Emerald Group Publishing Limited, ISSN 1660-5373 j TOURISM REVIEW j PAGE 13

Glenn McCartney is

Assistant Professor in the

Faculty of International

Tourism, Macao University

of Science & Technology,

Macao SAR, China.