The Internationalization of the Portuguese Textile Sector into the Chinese Market: Contributions to Destination Image

Manuel José Serra da Fonseca (), Bruno Barbosa Sousa, Tatiana Machado Carvalho and Andreia Teixeira
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Manuel José Serra da Fonseca: Business School, Polytechnic University of Viana do Castelo (IPVC), 4900-347 Valença, Portugal
Bruno Barbosa Sousa: Applied Management Research Unit (UNIAG), 4900-347 Viana do Castelo, Portugal
Tatiana Machado Carvalho: Business School, Polytechnic University of Viana do Castelo (IPVC), 4900-347 Valença, Portugal
Andreia Teixeira: Centre for Health Technology and Services Research (CINTESIS), University of Porto, 4200-450 Porto, Portugal

Tourism and Hospitality, 2025, vol. 6, issue 3, 1-15

Abstract: Globalization and market saturation have led Portuguese textile companies to seek international markets not only for growth but also to contribute to their country’s international image. This study aims to explore how the internationalization of the Portuguese textile sector into the Chinese market contributes to Portugal’s destination image and identify the critical success factors in this process. The research follows an inductive, qualitative methodology based on semi-structured interviews with two groups of companies: those already operating in China (n = 5) and those preparing to enter the market (n = 5). The interviews were thematically analyzed to extract key patterns and insights. The findings reveal that successful companies operate in the luxury segment, rely on prior international experience, and often use local intermediaries. Firms planning to internationalize highlight quality differentiation, brand authenticity, and innovation as strategic advantages. These insights support the role of niche positioning and cultural adaptation in building both commercial success and a refined international image of Portugal. This study contributes to the literature by linking internationalization and destination branding through industry-specific case evidence and offers practical implications for managers targeting emerging markets like China.

Keywords: destination image; internationalization; textile industry; Portugal; China (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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