By Julio Aramberri and Liang Chunmei, 2012.
Journal of China Tourism
Growing attention has been paid in the general tourism literature to destination imaging and branding. Usually the literature refers to images of developing destinations among international travelers from developed countries and ignores the increasing number of tourists from developing countries and their images of destinations abroad. This article takes a different tack in analyzing how three Chinese travel magazines present Europe to their audiences. Reverse analysis suggests that these consumer media pattern Europe in a way similar to that in which most Western media portray exotic destinations. Additionally it examines how such a benchmark is adapted to the idiosyncratic expectations of the local audience.
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