Hong Kong’s Destination Image in the Eyes of Residents

Jing (Bill) Xu, Cato Ka Tung Hui, Elaine A.H. Chan

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)


Hong Kong’s tourism is facing the challenge of sustaining its position among destination competitions. A destination’s image is crucial to its marketing success; therefore, seeking an understanding of the nature of images is important to build a more favorable image and enhance a destination’s attractiveness. This study examined the perceptions of local residents about the image of Hong Kong as a tourist destination. Three-hundred and four local residents were surveyed to determine their perceptions of Hong Kong’s destination image. The overall perceived image of Hong Kong in the view of its residents was positive. Residents felt that convenient transport, freedom from threats of terrorism, and safety and security were the most important image. This study has also provided insightful implications for achieving the future sustainability of Hong Kong’s tourism development.

Original languageEnglish
Pages (from-to)440-460
Number of pages21
JournalJournal of China Tourism Research
Issue number4
Publication statusPublished - 2 Oct 2015


  • Destination image
  • Hong Kong
  • local residents
  • perception


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