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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.

Keywords: CROSS-CULTURAL; DESTINATION IMAGE; GENDER DIFFERENCE; HERITAGE; HUE

Document Type: Research Article

Publication date: December 1, 2013

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  • Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.

    Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.

    Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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