MEASURING DESTINATION IMAGE: A CASE-STUDY OF HUE, VIETNAM
There is a general consensus about the signiﬁcance of the role played by tourist destination image in the process of destination decision-making and the choice of visitors. In addition, several studies have proven the strong relationship between destination image and visitors’ preference or visiting intentions. Hue city, the ancient capital of Vietnam, has various favorable conditions to become an attractive tourist destination for both domestic and international tourists. This paper aims to measure the tourists’ perception on destination image of Hue. Beside the desk study on previous studies regarding the destination image, a multicultural sample of 1003 tourists was conducted with structured questionnaires. The research found that the functional image of Hue saved in the visitors’ minds is a historic and royal destination with many appealing monuments and great food, of which the most prominent attractions are the Citadel, pagodas and the complex of Nguyen kings' tombs. For the psychological image, in the tourists’ perception, Hue’s atmosphere is very peaceful and hospitable thanks to the quiet space and friendly welcoming people. The outcomes of this research are expected to be used as a valuable reference for the local policy makers, governmental agencies, tourism companies and other relevant stakeholders.
Key words: destination image, image measurement, Hue city
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