Destination image in travel magazines: A textual and pictorial analysis of Hong Kong and Macau

Cathy Hui-chun Hsu, Hanqun Song

Research output: Journal article publicationJournal articleAcademic researchpeer-review

43 Citations (Scopus)


Based on the analyses of texts and pictures in the top six outbound travel magazines in Mainland China, this article presents an evaluation of the destination images of Hong Kong and Macau as portrayed in 88 travel articles over a three-year period. The results showed that the projected destination images of Hong Kong and Macau were dominated by attributes related to culture, history, and art and leisure and recreation. Hong Kong was often described by image attributes such as places and attractions, shopping, cuisine and food, hotels, and the creative industries. For Macau, history and heritage, places and attractions, gambling, cuisine and food, and hotels were the most often reported. During the study period, Hong Kong and Macau witnessed several significant changes in the image attributes featured in both texts and pictures. These changes were partly influenced by news and events over the period. In this article, implications for destination marketing organizations and directions for future research were suggested.
Original languageEnglish
Pages (from-to)253-268
Number of pages16
JournalJournal of Vacation Marketing
Issue number3
Publication statusPublished - 1 Jul 2013


  • China
  • destination image
  • Hong Kong
  • Macau
  • media communication
  • picture
  • text
  • travel magazine

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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