A comparative study of destinaiton image between UK and France in aspect of cultural tourism,from chinese tourist's perspective

The purpose of this work is to enrich the body of knowledge on destination image in aspects of culture tourism by examining the multi-dimensional nature of the concepts, as well as comparing the relative strengths and weaknesses of cultural tourism in two competitive destinations: UK and France. The research was conducted among the Chinese tourists having a traveling experience of UK or France and those who are planning to visit these tow places. The results indicate that destination image is a multi-dimensional concept formed by cognitive and affective evaluation of a place, and is significantly influenced by the information sources used by respondents and motivations of individuals. In addition, the comparison study, consisting of combined methodologies, is supported by result to be useful in facilitating the destination image management and strategic marketing program. Several managerial implications concerning the promotion and positioning of tourist destinations are finally outlined in this research