Liang (Rebecca) Tang

The many faces of Macau: A correspondence analysis of the images communicated by online tourism information sources in English and Chinese

This research aimed to compare Macaus tourism image in English- and Chinese-language websites from five sets of online information sources. It systematically identified Macaus online tourism image by content analyzing its official Macau Government Tourist Office website (MGTO), travel agency, guidebook and magazine websites, and blogs of tourists. This study revealed that the overall Macau images projected on English and Chinese websites are quite different. Cultural differences, when combined with other salient factors (such as distance from Macau), seem to influence destination image. The variations are not surprising, considering different communication objectives and targets of destination marketers, travel agencies, publishers and tourists. Macau destination marketers undoubtedly need to keep these deviations in mind when proposing communication strategies. While adequate communication about the governments intended Macau image becomes essential among destination marketers and other industry practitioners, it is also important to be aware of the various other communicated images online and harmonize the efforts as much as possible.

Information Value and Destination Image: Investigating the Moderating Role of Processing Fluency

Information search is one of important antecedents of destination image formation. However, few studies have worked from an information processing perspective. Thus, to fill the research gap this study scrutinized the information content in the context of destination websites to investigate the mental process leading from information input to image formation. The current study explored the relationships between two information value dimensions (utilitarian value and hedonic value) and destination image and identified the moderating effect of processing fluency. The results indicated that both utilitarian value and hedonic value have a significant impact on destination image. Processing fluency moderates the path between utilitarian value and destination image, but not the path between hedonic value and destination image. This study provides a theoretical foundation for future tourism studies investigating information communications and suggests new persuasive strategies for marketers.

Investigating the Routes of Communication on Destination Websites

Understanding the communication process on destination websites is increasingly important to destination marketers. This study tested four competing models that present the cognitive processing of potential tourists when browsing destination websites (Affect Transfer Model, Reciprocal Mediation Model, Independent Influences Model, and Message-based Persuasion Model). The moderating effect of involvement in the four models was also investigated. Structural equation modeling was used to evaluate the four alternative models. The comparison for model fit in high- and low-involvement groups revealed that the Reciprocal Mediation Model and Message-based Persuasion Model are the superior models for the two groups, respectively. The study also showed that cognitive elaboration and affective transfer are incorporated into information processing in both groups.

Effectiveness criteria for icons as tourist attractions: a comparative study between the United States and China

As the application of human icons as tourist attractions continues to increase, there is a growing need to better understand how these famous individuals are used by destinations. Based on literature in several relevant fields, such as history, social science, and destination management, effectiveness criteria for icon attractions were analyzed in this study. Three “situational” factors influencing the operation of icon attractions (culture, history, and government involvement) were included in these criteria. It also suggested that icon attractions can be evaluated from three aspects: characteristics of icons, organization, and impacts. The applications of icon effectiveness criteria for tourist attractions in the United States and China were compared. The validity and practical value of the effectiveness criteria were demonstrated. Management implications in the utilization of icon attractions were derived.

Investigating the Effects of Memorable Experiences: an Extended Model of Script Theory

ABSTRACT Providing visitors with unique and memorable experiences is believed to be a competitive advantage of theme parks. The purpose of this study was to examine the impact of theme park visitors’ experiences on their recollection-based memories, satisfaction, and loyalty using the foundation of script theory. Surveys were collected from visitors at the Fantasilandia theme park in Santiago, Chile. The findings indicated that satisfaction partially mediated the relationship between experience and recollection, and that both satisfaction and recollection influenced loyalty behaviors. The study is anticipated to provide theme park managers with effective strategies for the design of attractions and activities, as well as for the development of marketing techniques.

The Evolution from Transportation to Tourism: The Case of the New York Canal System

Abstract This research examined the New York Canal System in its evolution from a commercial shipping waterway to a tourism destination, with a focus on the canal systems life cycles. The author puts forward that chaos theory can be incorporated into the Tourism Area Life Cycle (TALC) to explain the turbulences in some stages of the canal destinations life cycle. In addition, strengths, weaknesses, opportunities and threats (SWOT) analysis was employed to assess the operational status quo and future development trends. The SWOT analysis suggested some important threats to the New York Canal System, which other canal destinations should also consider. These threats include divergent missions among management authorities, lack of destination image and environmental problems.

An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry

ABSTRACT With the increase of tourists to many destinations, the local lodging industry sector is facing intense challenges. The reassurance of name-brand accommodation helps travelers feel more at ease in a new environment and guarantee them a positive lodging experience. This study examines how travelers’ experiences with name-brand hotels influence their attachment to, knowledge of, and trust in brand names. Specifically, brand experience was identified as a holistic concept, incorporating sensory, affective, behavioral, and intellectual aspects. The results show the significant, positive relationships between brand experience and brand-related variables (brand knowledge, brand attachment, and brand trust). This study provides a foundation for future research investigating tourists’ lodging choices and suggests strategies for hotel brand managers.

Web site-based destination images: a comparison of Macau and Hong Kong.

The purposes of this study were to identify and compare the image representations of Macau and Hong Kong as they are communicated on the Web. The research approach for this study collected the textual data on Macau and Hong Kong. Semantic network analysis and content analysis methods were applied to identify the image categories each city projects on the Web. t-Tests were also conducted to compare the Macau and Hong Kong image categories. The results suggest that Macau could likely transform to a mega-gaming hub with casino strips, themed properties, and entertainment complexes, a transformation that is not expected to shake the superior position of Hong Kong as a shopping paradise and conference center.

A Comparative Study of Generational Preferences for Trip-Planning Resources: A Case Study of International Tourists to Shanghai

Although many previous studies have investigated the information search behavior in some specific age groups of tourists, few of them comprehensively examined the relationships between cross-generational tourists and their preferences for various types of trip-planning resources. This study aimed to fill this research gap. The authors employed correspondence analysis to assess and visually display the correlations between four generational groups—the Silent Generation (aged over 65), the Baby Boomers (aged 50–64 years), Generation X (aged 30–49 years), and Y (aged 18–29 years)—and 10 primary travel information sources for the Shanghai international tourist market. The results indicated that tourists in the Baby Boomers and Silent Generation groups rely most on travel agencies and tour operators. The Generation X tourists are inclined to search websites for their travel information. Generation Y tourists are more likely to consult friends and/or relatives and travel guidebooks. The study has both theoretical and practical contributions. The core values of generations are used to explain their preference of information sources from a theoretical perspective. This study assists destination marketers to design effective promotional strategies suited for different generational segments.

Does Social Capital Matter on Social Media? An Examination Into Negative e-WOM Toward Competing Brands

Abstract The purpose of this study was to evaluate how the use of social media contributes to the creation and dynamic process of social capital. By employing social capital theory, the study examined three dimensions of social capital (social interaction tie, community trust, and shared vision) and investigated the relationships between social capital, brand trust, brand loyalty, and negative e-word-of-mouth (e-WOM) about competing brands on restaurants’ Facebook fan pages. Data was collected with 242 student samples and analyzed with structural equation modeling. Our findings indicated that all the three dimensions significantly contribute to social capital. Social capital has a significantly positive effect on brand trust, which in turn positively affects brand loyalty. However, no significant relationship was found between brand trust and negative e-WOM about competing brands. The study enriches the research body of social capital theory and provides marketers strategies of designing Facebook fan pages.