Projected Images of Major Chinese Outbound Destinations

Cathy Hui-chun Hsu, Hanqun Song

Research output: Journal article publicationJournal articleAcademic researchpeer-review

38 Citations (Scopus)


This study aimed to explore the projected images of major outbound destinations based on popular travel magazines in China. Travel articles on Hong Kong, Macau, Japan, South Korea, Vietnam and Taiwan from 2006 to 2008 were content analyzed. Japan was reported on most, and the projected images of the six destinations are dominated by leisure and recreation, and culture, history and art. Correspondence analysis was used to examine relationships between destinations and popular image attributes. The results showed that South Korea and Macau had distinct projected images, whereas Japan, Taiwan, Hong Kong and Vietnam shared many similar image attributes. Practical implications for destination marketing organizations are provided.
Original languageEnglish
Pages (from-to)577-593
Number of pages17
JournalAsia Pacific Journal of Tourism Research
Issue number5
Publication statusPublished - 1 Oct 2012


  • China
  • correspondence analysis
  • outbound destinations
  • projected image
  • travel magazines

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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