Perceived Destination Image Cohesion: A Comparison Study of Attractions on the Grand Canal, China

Shan Jiang, Noel Scott, Li Tao (), Shiqi Xiong and Yuan Qin
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Shan Jiang: College of Resource Environment and Tourism, Capital Research Institute of Tourism, Capital Normal University, Beijing 100048, China
Noel Scott: Sustainable Research Centre, University of the Sunshine Coast, 90 Sippy Downs Dr, Sippy Downs, QLD 4556, Australia
Li Tao: College of Resource Environment and Tourism, Capital Research Institute of Tourism, Capital Normal University, Beijing 100048, China
Shiqi Xiong: College of Resource Environment and Tourism, Capital Research Institute of Tourism, Capital Normal University, Beijing 100048, China
Yuan Qin: Department of Tourism, Otago Business School, University of Otago, P.O. Box 56, Dunedin 9054, New Zealand

Sustainability, 2023, vol. 15, issue 18, 1-15

Abstract: The Grand Canal is located in the north-eastern and central-eastern plains of China, running from Beijing in the north to Zhejiang province in the south, and is the longest canal in the world (1800 km) and a UNESCO World Heritage Site. From a tourism perspective, the Grand Canal can be considered as a linear heritage attraction linking many individual heritage sites. This research was conducted with a mixed qualitative–quantitative method in the 2021–2022 period. First, in-depth interviews with an unstructured methodology of image measurements were conducted to determine attributes of the perceived destination image (PDI) of the Grand Canal as a whole. Next, a measurement scale was developed using these attributes to examine the PDI of two canal sites near Beijing. A total of 274 valid questionnaires were used for data analysis. The results identify differences between the two sites’ PDI and the overall image of the Grand Canal. The t -test results shows that, in terms of the CDI, Shichahai Park has much better tourism activities, while Tongzhou Canal Park has better water quality. Shichahai Park’s ADI provides a stronger image of pride/impressive heritage of the Tongzhou Canal Park. Based on these results, a marketing strategy is proposed and discussed. This is the first study to develop a method and measurement scale to examine cohesion in the PDI of linear heritage attractions. The method may be used by other linear heritage management practitioners to link their attractions.

Keywords: attributes; Grand Canal; heritage attractions; perceived destination image; linear destination; image cohesion (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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