Transportation image: Place-based vehicles for destination branding

Abstract

Abstract Transportation is a part of the destination image. This research attempts to investigate the distinctiveness and consistency of the dual perspectives of transportation image: the image projected by destination tourism authorities and the image perceived by international tourists, using Beijing as an example. Data are collected from Beijing Tourism and TripAdvisor. Qualitative analysis using Leximancer is applied and identifies the main themes respectively. The projected transportation image is featured as being modern and innovative with new technologies and fast-developing infrastructures. High-speed trains are the highlights. The images perceived by visitors are fast, efficient, and convenient, with taxis as the main transportation type. The intercity connection and the highlight of time and speed are the consistencies of the projected and perceived images. A comprehensive conceptual framework of transportation image is proposed, and also suggests a pathway for future empirical research on destination image and branding, which has implications for scholars and practitioners.