{"title":"Investigating brand strategy gap in Hong Kong: first impressions and unique attractions","authors":"Chung-Shing Chan, M. Peters","doi":"10.1080/10225706.2020.1729211","DOIUrl":null,"url":null,"abstract":"ABSTRACT A brand strategy gap refers to a deviation of the projected destination image of the destination marketing organizations (DMOs) from the perceived image of residents. This gap can be represented by the perceptions of the city’s most salient features and unique attractions by government officials and local residents. Given the difference in sample sizes, the gap is examined with the aid of CATPAC, a neutral network content analysis software which allows the quantification of the frequency and clustering of textual answers of the respondent groups, and the relationships across such answers. In Hong Kong, an empirical study confirms that the two groups share similarities and discrepancies regarding both the most salient destination images and unique attractions. They share characteristics of an urban destination as the first impression, and features (Victoria Harbour, cultural attributes, skyscrapers and beaches) that are unique attractions though respondents also create different mental interrelationships in their perceptions of the destination image.","PeriodicalId":44260,"journal":{"name":"Asian Geographer","volume":"38 1","pages":"1 - 22"},"PeriodicalIF":1.8000,"publicationDate":"2020-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10225706.2020.1729211","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Geographer","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10225706.2020.1729211","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"GEOGRAPHY","Score":null,"Total":0}
引用次数: 3
Abstract
ABSTRACT A brand strategy gap refers to a deviation of the projected destination image of the destination marketing organizations (DMOs) from the perceived image of residents. This gap can be represented by the perceptions of the city’s most salient features and unique attractions by government officials and local residents. Given the difference in sample sizes, the gap is examined with the aid of CATPAC, a neutral network content analysis software which allows the quantification of the frequency and clustering of textual answers of the respondent groups, and the relationships across such answers. In Hong Kong, an empirical study confirms that the two groups share similarities and discrepancies regarding both the most salient destination images and unique attractions. They share characteristics of an urban destination as the first impression, and features (Victoria Harbour, cultural attributes, skyscrapers and beaches) that are unique attractions though respondents also create different mental interrelationships in their perceptions of the destination image.
期刊介绍:
Asian Geographer disseminates knowledge about geographical problems and issues focusing on Asia and the Pacific Rim. Papers dealing with other regions should have a linkage to Asia and the Pacific Rim. Original and timely articles dealing with any field of physical or human geographical inquiries and methodologies will be considered for publication. We welcome, for example, submissions on people-environment interactions, urban and regional development, transport and large infrastructure, migration, natural disasters and their management, environment and energy issues. While the focus of the journal is placed on original research articles, review papers as well as viewpoints and research notes under the category of “Asian Geography in Brief” are also considered. Review papers should critically and constructively analyse the current state of understanding on geographical and planning topics in Asia. The ‘Asian Geography in Brief’ section welcomes submissions of applied geographical and planning research about Asia. The section aims to showcase (1) the diverse geography and planning of Asia; and (2) the diverse geographical and planning research about Asia. The journal will also publish special issues on particular themes or areas. Book reviews can be included from time to time.