Choi & Cai_Country-of-origin effect in tourism (ttra apac 2014)
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Transcript of Choi & Cai_Country-of-origin effect in tourism (ttra apac 2014)
Country-of-Origin Effect in Tourism:
Re-examining Tourist Experience, Development, and Soft Power
Suh-hee Choi, Institute for Tourism Studies, Macau
Liping Cai, Purdue University, USA
TTRA APac Chapter Annual Conference
December 4, 2014
Background
2
Typical image of Hong Kong
Photo taken by Suh-hee Choi
Background
3 Recent Image of Hong Kong
Photo courtesy of Charlie Chan
Background
4
• Image of Hong Kong
Country Image
Destination Image
Literature Review
• Country image and destination image
• Issues with
• Redefining the two concepts
• Setting the dimensionality
• In examining the relationship
• e.g., Safety / Political stability
5 Photo courtesy of Charlie Chan
Conceptualization
• Country Image • Development
• Soft Power
• Destination image • Core destination experience
• Marginal destination experience
• Service from the country-of-origin
6 Photo courtesy of Lilian Chiang
Geographically-bounded
Non-geographically-bounded
7
Model of COO Effect in Tourism
Destination Image
Country Image
Core Destination Experience
Development
Soft Power
Marginal Destination Experience
Service from the Country-
Of-Origin
Geographically-bounded
Methodology
• Quota sampling
• Chinese (n=653)
• Korean (n=572)
• Context : USA
• SEM
8 Photo courtesy of Charlie Chan
9
Results – All Significant Associations
Destination Image
Country Image
Core Destination Experience
Development
Soft Power
Marginal Destination Experience
Service from the Country-
Of-Origin
Geographically-bounded
10
Results – Different Salience
Destination Image
Country Image
Core Destination Experience
Development
Soft Power
Marginal Destination Experience
Service from the Country-
Of-Origin
Geographically-bounded
11
Results – Different Salience
Destination Image
Country Image
Core Destination Experience
Development
Soft Power
Service from the Country-
Of-Origin
Geographically-bounded
Marginal Destination Experience
12
• Helps other nations develop their economies
• Provides assistance in the event of humanitarian crises in other nations
• Popular culture of the U.S. significantly influences other nations’ culture
Discussion
• Safe nation to travel
• People are welcoming and friendly to foreign visitors
• People are receptive to foreign visitors
Marginal Destination Experience
Soft Power
13
• Has a high level of industrialization
• Has a highly developed economy
• Has a high level of technological research
• Has leading multinational companies
Discussion
• Many attractions about contemporary art and culture
• Offers interesting cultural events
• Has many historical attractions
• Has good architecture
• Has beautiful natural attractions
• Has beautiful scenery
• Has a variety of leisure and entertainment options
Core Destination Experience
Development
14
• Has a high level of industrialization
• Has a highly developed economy
• Has a high level of technological research
• Has leading multinational companies
Discussion
• American hotel brands provide good services
• American restaurants provide good dining experiences
• American air carriers (e.g., United Airlines, American Airlines) provide good services
• Transportation terminals (e.g., airports, Amtrak stations, bus terminals) provide good services
Service from the Country-Of-Origin
Development
15
• The associations among the dimensions of each reconceptualized destination and country images
• The role of tourism organizations and governments
• Integrated understanding of TDI and CI required
• Cooperation
• Development -- Hotel chains, airlines
• Soft power – Safety, local people at the destination
• Future studies
• Application to different countries
• Reverse country-of-origin
Conclusion
Thank you.