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A Cross-Cultural Comparison of World Heritage Site Image: The Case of Hue

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Tourism image has commonly applied at the destination level, but its application in heritage sites with cross-cultural comparisons remains sparse. The objective of this research note is to explore the image of Hue's UNESCO world heritage sites and to examine cross-cultural differences between domestic and international tourists on this image. We adopt Echtner and Ritchie's image definition and apply it to assess the three image continuums—attribute–holistic, functional–psychological, and common–unique—using both qualitative and quantitative analysis. This study provides a timely update of the literature and offers both scholars and practitioners a better understanding of heritage site image and its cross-cultural differences.


Document Type: Research Article

Publication date: December 1, 2013

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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