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Journal of Vacation Marketing
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Positive tourism image perceptions attract travellers — fact or fiction? The case of Beijing visitors to Macao

Glenn McCartney

Insights Unlimited, PO Box 1148, Macao SAR, China, glenn{at}insightsunlimited.com

Richard Butler

Department of Hospitality and Tourism Management at the University of Strathclyde

Marion Bennett

Tourism and Marketing at the University of Surrey

Destination image research asserts that the enhancement and portrayal of positive tourism image perceptions and expectations are critical in attracting travellers. This has subsequently created a drive by destinations to attempt to assemble an array of high ranked image perceptions and holistic impressions as a central attraction strategy with the hope of stimulating and developing inbound travel. Research conducted on Chinese travellers at Beijing International Airport on their perceptions of Macao's destination image revealed that while they held several high rated image perceptions of Macao, some of these were not the actual image attributes used as destination decision attributes or in their judgment were they attributes that actually stimulated their decision to travel to a destination. Such findings not only have significant implications in the development of an optimum image formation strategy for Macao in its future targeted traveller markets, but also for other locations that wish to enhance or amend their brand image as a destination repositioning approach.

Key Words: destination brand image • attraction attributes

Journal of Vacation Marketing, Vol. 15, No. 2, 179-193 (2009)
DOI: 10.1177/1356766708100823
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