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

Author

Listed:
  • 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
    School of Business and Law, Edith Cowan University, 270 Joondalup Drive, Joondalup, WA 6027, 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)

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.

Suggested Citation

  • Shan Jiang & Noel Scott & Li Tao & Shiqi Xiong & Yuan Qin, 2023. "Perceived Destination Image Cohesion: A Comparison Study of Attractions on the Grand Canal, China," Sustainability, MDPI, vol. 15(18), pages 1-15, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13682-:d:1239065
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    References listed on IDEAS

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    4. Yan Yang & Chunfa Sha & Wencheng Su & Edwin Kofi Nyefrer Donkor, 2022. "Research on Online Destination Image of Zhenjiang Section of the Grand Canal Based on Network Content Analysis," Sustainability, MDPI, vol. 14(5), pages 1-20, February.
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