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Journal of Vacation Marketing, Vol. 4, No. 3, 282-297 (1998)
DOI: 10.1177/135676679800400306

The role of tour operators' promotional material in the formation of destination image and consumer expectations: The case of the People's Republic of China

Jessica Santos

Luton Business School, University of Luton, Park Square, Luton LU1 3JU

Image formation has been seen as important in destination marketing. However, image formation and development is a complex process that is intricately entwined with the destination selection process. A variety of sources helps to form the image of a destination in the mind of a potential holidaymaker. Similar factors will also influence consumer expectations.

This paper uses the People's Republic of China as an example, and explores the role tour operators play in creating and developing image and expectations when there is lack of personal experience or word-of-mouth communications. Content analysis is used to examine the role of promotional materials used by tour operators in forming image and expectations. Results indicate that tour operators use their promotional material to create a heritage tourism image in China. This image may also result in inappropriate expectations of the holiday experience overall and hence potentially result in elements of dissatisfaction.

Key Words: tour operators • image • image formation • expectations • China • holiday brochures


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