Document Type

Journal Article

Publication Title

Sustainability

Publisher

MDPI

School

School of Business and Law

RAS ID

61996

Funders

Beijing Social Science Key Fund

Comments

Jiang, S., Scott, N., Tao, L., Xiong, S., & Qin, Y. (2023). Perceived destination image cohesion: A comparison study of attractions on the grand canal, China. Sustainability, 15(18), article 13682. https://doi.org/10.3390/su151813682

Abstract

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. © 2023 by the authors.

DOI

10.3390/su151813682

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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