Image of Fujian Province as a Tourist Destination – A Foreigner’s Perspective

Abstract

The effect of destination image on tourist behavior was studied on many occasions. This article aims to identify the image of Fujian province as a tourist destination in international markets, in order to support a discussion on how to improve tourism experience for foreign tourists. As the basis for the analysis, are the results from an online survey, distributed to foreigners who have visited or lived in Fujian province, and in person interviews. Research found that overall image of Fujian province is positive and that 50.5 % of respondents stated that the main reason for visiting Fujian were holidays, 20% of the respondents had their trips arranged by an agency, 32% stayed in Fujian province for more than 6 months and most of the respondents stated that “nature” should be used in international promotion of Fujian. These results may indicate the there is a need for a repositioning of the image by the introduction of new elements in the promotional messages. The international tourism market recognizes and appreciates the destination – Fujian province in China. The reflections presented may be of great use for the decision making in-charge of international tourism promotion. This article analyzes how foreign tourists perceive Fujian province which has not been done before, and it is a first step in improving the international image of Fujian province which will help attract more international tourists.

Developing rural tourism in minority ethnic villages: Zlot and Xiaocang She Ethnic township

“…The villages have a strong foundation for both rural and cultural tourism, which is the main way for cultural exchange, giving tourists experiences of the cultural and social life of the destination (Demirović et al, 2018). By using the intangible cultural heritage these minorities have, a strong brand image should be made in order to ensure good positioning of the tourist destination image (Blaţević & Chen, 2018). The limitations of this paper are that it still does not offer a definite strategy for developing tourism in these villages but it offers a good overview of the current situation of the villages and some of the positive strategies that can be used as an example.…”