Perceived Destination Image Cohesion: A Comparison Study of Attractions on the Grand Canal, China

Shan Jiang; Noel Scott; Tao Li; Shiqi Xiong; Yuan Qin

doi:10.3390/su151813682

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Perceived Destination Image Cohesion: A Comparison Study of Attractions on the Grand Canal, China

Journal article

Open access

Peer reviewed

Perceived Destination Image Cohesion: A Comparison Study of Attractions on the Grand Canal, China

Shan Jiang, Noel Scott, Tao Li, Shiqi Xiong and Yuan Qin

Sustainability , Vol.15(18), pp.1-15

2023

DOI: https://doi.org/10.3390/su151813682

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Abstract

attributes

Grand Canal

heritage attractions

perceived destination image

linear destination

image cohesion

The Grand Canal is located in the north-eastern and central-eastern plains of China, running from Beijing in the north to Zhejiang province in the south, and is the longest canal in the world (1800 km) and a UNESCO World Heritage Site. From a tourism perspective, the Grand Canal can be considered as a linear heritage attraction linking many individual heritage sites. This research was conducted with a mixed qualitative–quantitative method in the 2021–2022 period. First, in-depth interviews with an unstructured methodology of image measurements were conducted to determine attributes of the perceived destination image (PDI) of the Grand Canal as a whole. Next, a measurement scale was developed using these attributes to examine the PDI of two canal sites near Beijing. A total of 274 valid questionnaires were used for data analysis. The results identify differences between the two sites’ PDI and the overall image of the Grand Canal. The t-test results shows that, in terms of the CDI, Shichahai Park has much better tourism activities, while Tongzhou Canal Park has better water quality. Shichahai Park’s ADI provides a stronger image of pride/impressive heritage of the Tongzhou Canal Park. Based on these results, a marketing strategy is proposed and discussed. This is the first study to develop a method and measurement scale to examine cohesion in the PDI of linear heritage attractions. The method may be used by other linear heritage management practitioners to link their attractions.

Details

Title: Perceived Destination Image Cohesion: A Comparison Study of Attractions on the Grand Canal, China
Authors: Shan Jiang (Author) - Capital Normal University
Noel Scott (Author) - University of the Sunshine Coast, Queensland, Sustainability Research Cluster
Tao Li (Corresponding Author) - Capital Normal University
Shiqi Xiong (Author) - Capital Normal University
Yuan Qin (Author) - University of Otago
Publication details: Sustainability , Vol.15(18), pp.1-15
Publisher: MDPI AG
Date published: 2023
DOI: 10.3390/su151813682
ISSN: 2071-1050
Copyright note: This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Grant note: 19GLA004 / Capacity Construction and Improvement Path of Beijing Suburb Tourism Community
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99971194302621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Environmental Sciences; Environmental Studies; Green & Sustainable Science & Technology

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