Web Site–Based Destination Images: A Comparison of Macau and Hong Kong

Abstract

The purposes of this study were to identify and compare the image representations of Macau and Hong Kong as they are communicated on the Web. The research approach for this study collected the textual data on Macau and Hong Kong. Semantic network analysis and content analysis methods were applied to identify the image categories each city projects on the Web. t-Tests were also conducted to compare the Macau and Hong Kong image categories. The results suggest that Macau could likely transform to a mega-gaming hub with casino strips, themed properties, and entertainment complexes, a transformation that is not expected to shake the superior position of Hong Kong as a shopping paradise and conference center.

本文的目的是确定和对比澳门和香港在网上世界里传递的目的地形象。研究方法是收集网页上的文字信息, 应用语义网络分析和内容分析的方法去分别确定这两个城市主要的形象范畴。然后应用T检验对比澳门和香港在每个形象范畴中的不同。结果表明澳门倾向于转变成为一个以赌场为中心，集合各种娱乐设施的娱乐之都。这种转型并不会动摇香港作为购物天堂和会展中心的位置。

Keywords:

• Macau
• Hong Kong
• destination image
• CATPAC II
• WORDER
• MATLAB

Keywords:

• 澳门
• 香港
• 目的地形象
• CATPAC II
• WORDER
• MATLAB