Variance of destination region image according to multi-dimensional proximity: A case of the Greater Bay Area

Due to increasing accessibility and mobility, tourism destinations are broadening their spatial boundaries and cultural contexts. This study took as an example the Guangdong–Hong Kong–Macao Greater Bay Area, which consists of 11 cities, and explored how the new path creation of a regional tourism destination reshapes people's cognitive and affective images of the destination on a megalopolitan scale. Destination region image is neither a simple aggregation of the images of member cities nor dictated by the image of a single well-known destination. Both the physical and conceptual connections among multiple cities within the destination region are key nodes of the inclusive image of the region. Connectivity is not only embedded within institutional relations and discourses, but also represented through multi-functional tourism networks and regional culture. The study further explored the image heterogeneity of three proximity-based tourist clusters, divided in terms of cultural and geographical distance and previous travel experience. The research findings of this study can inform planning and marketing strategies for the path creation and development of metropolitan destination regions.