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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Yanan Li & Honggen Xiao & Naipeng Bu & Jianji Luo & Hui Xia & Liyuan Kong & Haoyue Yu, 2021. "Configuration-Based Promotion: A New Approach to Destination Image Sustainability," Sustainability, MDPI, vol. 13(21), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:12174-:d:672058
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    References listed on IDEAS

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    1. Ksenija Leković & Slavica Tomić & Dražen Marić & Nikola V. Ćurčić, 2020. "Cognitive Component of the Image of a Rural Tourism Destination as a Sustainable Development Potential," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    2. Sheresheva, Marina Y. & Polukhina, Anna N. & Oborin, Matvey S., 2020. "Marketing issues of sustainable tourism development in Russian regions," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 33-38.
    3. Coduras, Alicia & Clemente, José Antonio & Ruiz, Jesús, 2016. "A novel application of fuzzy-set qualitative comparative analysis to GEM data," Journal of Business Research, Elsevier, vol. 69(4), pages 1265-1270.
    4. Nicoleta DOSPINESCU, 2014. "The Public Relations Events in Promoting Brand Identity of the City," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 39-46.
    5. Huanhuan Hua & Amare Wondirad, 2020. "Tourism Network in Urban Agglomerated Destinations: Implications for Sustainable Tourism Destination Development through a Critical Literature Review," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    6. Valentina Marchi & Antonio Raschi & Francesca Martelli, 2020. "Evaluating Perception of Sustainability Initiatives Invested in the Coastal Area of Versilia, Italy," Sustainability, MDPI, vol. 13(1), pages 1-12, December.
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    Cited by:

    1. Onur Selcuk & Beykan Cizel, 2024. "Using qualitative comparative analysis approach in tourism studies: a critical review," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(1), pages 933-960, February.
    2. Rita Teles & Hugo Martins & António Pinheiro & Eduardo Gonçalves, 2024. "Tourists’ Perception of Tourist Destinations: The Case Study of Nazaré (Portugal)," Sustainability, MDPI, vol. 16(4), pages 1-17, February.

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