Frontiers in Management Research

Download PDF (1329.5 KB) PP. 53 - 60 Pub. Date: April 26, 2019

DOI: 10.22606/fmr.2019.32001

• Chang Ge^*
  School of Management, Shanghai University, Shanghai, China

Taking Beijing Wtown as an example, this paper aims to measure and analyses the differences between the two sides of the tourist destination image (demand-side perceived vs. supply-side projected). The study finds that the tourist destination image of Beijing Wtown can be divided into three themes: tourism attractions, tourism infrastructure and tourism environment. The study identified several important differences between the perceived and projected tourist destination image. And the results offered valuable advises for future marketing strategies in Beijing Wtown.

Small tourism town, perceived image, projected image, Beijing Wtown

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