Configuration-based promotion: A new approach to destination image sustainability

Yanan Li, Honggen Xiao, Naipeng Bu, Jianji Luo, Hui Xia, Liyuan Kong, Haoyue Yu

Research output: Journal article publicationJournal articleAcademic researchpeer-review


The assessment of tourist destination images should not only be the arrangement of multiple influencing factors. This study explores the complex causal relationship for tourist destination images based on a configuration perspective to enhance the overall tourism image using the fuzzy-set qualitative comparative analysis method. The configurational paths for promoting tourism image can be categorized into two types and nine configurations in Shandong Province. Therefore, this study recommends augmenting the tourism image of the entire region with the logical thinking of “segmentation–integration” and “enhancing strengths–supplementing weakness” and finally realizing a sustainable tourist destination image.

Original languageEnglish
Article number12174
JournalSustainability (Switzerland)
Issue number21
Publication statusPublished - 1 Nov 2021


  • Configuration path
  • FsQCA method
  • Shandong Province
  • Sustainable tourist destination image

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Environmental Science (miscellaneous)
  • Energy Engineering and Power Technology
  • Management, Monitoring, Policy and Law

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