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A Visual Analysis of Destinations in Travel Magazines

Hsu, Cathy H.C. and Song, Hanqun (2014) A Visual Analysis of Destinations in Travel Magazines. Journal of Travel & Tourism Marketing, 31 (2). pp. 162-177. ISSN 1054-8408

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Abstract

This study presents a visual analysis of photographs of six destinations (Hong Kong, Macau, Japan, South Korea, Vietnam, and Taiwan) published in Chinese travel magazines. The object and subject categories, size, and providers of the photographs are content analyzed. The three most popular object categories were Culture, history, and art; Leisure and recreation; and Physical environment. The dominant subject category was No people. Multiple Correspondence Analysis showed that the different destinations correlated with diverse object and subject categories. All six destinations were portrayed differently in terms of the source and size of the photographs. These findings can be utilized by destination marketing organizations (DMOs) to devise positioning and promotion activities for implementation in the Chinese market.

Item Type: Article
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HF Commerce
Schools: The Business School
Related URLs:
Depositing User: Cherry Edmunds
Date Deposited: 15 Sep 2015 11:09
Last Modified: 15 Sep 2015 11:09
URI: http://eprints.hud.ac.uk/id/eprint/25701

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