Application of Perception-Promotion Matrix Model—The Case of Kaohsiung City

ABSTRACT

While a substantial amount of destination image research has been performed, few researchers have explored image perception gaps between tourists and government promotions. This study examines the perception gap between blogs and destination marketing organizations (DMOs) promotions by introducing a four-quadrant diagnostic tool: the Perception-Promotion Matrix (PPM). This case study collected data from 168 domestic and 64 international blogs, and 70 Chinese and 36 English official Kaohsiung City promotional websites to investigate image gap. The findings revealed significant “Tourist Infrastructure” image perception gaps, both from domestic and international traveler perspectives. The PPM suggests Kaohsiung City DMOs successfully promote an image of culture by hosting events and festivals. However, analysis indicates failure on the part of these DMOs to promote an image of Kaohsiung as an Ocean capital. Recommendations resulting from this study are provided for Kaohsiung City DMO consideration.

Keywords:

• Perception-Promotion Matrix (PPM)
• image perception gap
• destination image
• blog
• official promotion information

Acknowledgments

The authors would like to thank the National Science Council of the Republic of China for financially supporting this research under Contract No. NSC 96-2415-H-328-003-SS2.