![Sample our Tourism, Hospitality and Events journals, sign in here to start your FREE access for 14 days]({"type":"image" , "src" : "/sda/5950/TOC-Subject-Sample-2021-Tourism-Hospitality-Events.jpg"})
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.
ACKNOWLEDGMENT
The work described in this article was supported by a grant from The Hong Kong Polytechnic University (Project No. G-YG47).
Additional information
Notes on contributors
Cathy H.C. Hsu
Cathy H.C. Hsu is a Professor in the School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong (E-mail: [email protected]).
Hanqun Song
Hanqun Song is a PhD Candidate, Department of Tourism, Sport and Hotel Management, Griffith Business School, Gold Coast Campus, Griffith University, Queensland 4214, Australia (E-mail: [email protected]).