Configuration-Based Promotion: A New Approach to Destination Image Sustainability

Yanan Li, Honggen Xiao, Naipeng Bu, Jianji Luo, Hui Xia, Liyuan Kong and Haoyue Yu
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Yanan Li: School of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok 10300, Thailand
Honggen Xiao: School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China
Naipeng Bu: Business School, Shandong University, Weihai 264209, China
Jianji Luo: School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China
Hui Xia: Business School, Shandong University, Weihai 264209, China
Liyuan Kong: Business School, Shandong University, Weihai 264209, China
Haoyue Yu: Business School, Shandong University, Weihai 264209, China

Sustainability, 2021, vol. 13, issue 21, 1-14

Abstract: The assessment of tourist destination images should not only be the arrangement of multiple influencing factors. This study explores the complex causal relationship for tourist destination images based on a configuration perspective to enhance the overall tourism image using the fuzzy-set qualitative comparative analysis method. The configurational paths for promoting tourism image can be categorized into two types and nine configurations in Shandong Province. Therefore, this study recommends augmenting the tourism image of the entire region with the logical thinking of “segmentation–integration” and “enhancing strengths–supplementing weakness” and finally realizing a sustainable tourist destination image.

Keywords: sustainable tourist destination image; fsQCA method; configuration path; Shandong Province (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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