Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound tourists
The purpose of this work is to explore the online destination image perceived by Chinese tourists visiting Sabah, Malaysian Borneo. Employing Leiper’s tourism system as a guiding framework, the research utilized qualitative content analysis (QCA) to scrutinize a purposefully selected sample of thirt...
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| Format: | Article |
| Language: | English |
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Lodz University Press
2024-11-01
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| Series: | Tourism |
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| Online Access: | https://czasopisma.uni.lodz.pl/tourism/article/view/21938 |
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| _version_ | 1841525681471619072 |
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| author | Ke Zhang Balvinder Kaur Kler Siao Fui Wong |
| author_facet | Ke Zhang Balvinder Kaur Kler Siao Fui Wong |
| author_sort | Ke Zhang |
| collection | DOAJ |
| description | The purpose of this work is to explore the online destination image perceived by Chinese tourists visiting Sabah, Malaysian Borneo. Employing Leiper’s tourism system as a guiding framework, the research utilized qualitative content analysis (QCA) to scrutinize a purposefully selected sample of thirty-seven Douyin contents, which is known outside China as TikTok. Findings indicate an alternative destination image, with Chinese tourists highlighting sunsets, seafood and sea gypsies as prominent attributes, deviating from the conventional association of sun, sea and sand. This distinctive perception contrasts with the perceptions held by Western tourists of Sabah. Informed by Leiper’s tourism system, this study emphasizes the importance for coastal destination marketing organizations to convey a destination image that extends beyond the conventional sun-sea-sand concept. Effective communication requires a nuanced understanding of unique destination images tailored to specific market segments based on their respective tourist generating regions. This approach aligns with Leiper’s emphasis on the interconnected relationships between the tourist generating region and the tourist destination region, providing insights for strategic destination marketing that cater to diverse tourist perspectives. The findings interpret user-generated content (UGC) within Leiper’s tourism system, consolidating the importance of projected online destination images. |
| format | Article |
| id | doaj-art-1da1382147b44b8e87b11d1c0bf985ed |
| institution | Kabale University |
| issn | 0867-5856 2080-6922 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Lodz University Press |
| record_format | Article |
| series | Tourism |
| spelling | doaj-art-1da1382147b44b8e87b11d1c0bf985ed2025-01-17T07:06:02ZengLodz University PressTourism0867-58562080-69222024-11-0134218119210.18778/0867-5856.34.2.1322037Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound touristsKe Zhang0https://orcid.org/0009-0008-8364-857XBalvinder Kaur Kler1https://orcid.org/0000-0001-8219-1549Siao Fui Wong2https://orcid.org/0000-0002-3375-826XUniversiti Malaysia Sabah (Malaysia), Faculty of Business, Economics and Accountancy; Neijiang Normal University (China), College of Economics and ManagementUniversiti Malaysia Sabah (Malaysia); Borneo Tourism Research Centre, Faculty of Business, Economics and AccountancyNanjing Tech University Pujiang Institute (China); MODUL School of Tourism and Hospitality ManagementThe purpose of this work is to explore the online destination image perceived by Chinese tourists visiting Sabah, Malaysian Borneo. Employing Leiper’s tourism system as a guiding framework, the research utilized qualitative content analysis (QCA) to scrutinize a purposefully selected sample of thirty-seven Douyin contents, which is known outside China as TikTok. Findings indicate an alternative destination image, with Chinese tourists highlighting sunsets, seafood and sea gypsies as prominent attributes, deviating from the conventional association of sun, sea and sand. This distinctive perception contrasts with the perceptions held by Western tourists of Sabah. Informed by Leiper’s tourism system, this study emphasizes the importance for coastal destination marketing organizations to convey a destination image that extends beyond the conventional sun-sea-sand concept. Effective communication requires a nuanced understanding of unique destination images tailored to specific market segments based on their respective tourist generating regions. This approach aligns with Leiper’s emphasis on the interconnected relationships between the tourist generating region and the tourist destination region, providing insights for strategic destination marketing that cater to diverse tourist perspectives. The findings interpret user-generated content (UGC) within Leiper’s tourism system, consolidating the importance of projected online destination images.https://czasopisma.uni.lodz.pl/tourism/article/view/21938leiper’s tourism systemonline destination imagequalitative content analysisqcachinadouyin |
| spellingShingle | Ke Zhang Balvinder Kaur Kler Siao Fui Wong Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound tourists Tourism leiper’s tourism system online destination image qualitative content analysis qca china douyin |
| title | Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound tourists |
| title_full | Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound tourists |
| title_fullStr | Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound tourists |
| title_full_unstemmed | Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound tourists |
| title_short | Sunsets, seafood and sea gypsies: A qualitative content analysis on the alternative destination image of Malaysian Borneo among Chinese outbound tourists |
| title_sort | sunsets seafood and sea gypsies a qualitative content analysis on the alternative destination image of malaysian borneo among chinese outbound tourists |
| topic | leiper’s tourism system online destination image qualitative content analysis qca china douyin |
| url | https://czasopisma.uni.lodz.pl/tourism/article/view/21938 |
| work_keys_str_mv | AT kezhang sunsetsseafoodandseagypsiesaqualitativecontentanalysisonthealternativedestinationimageofmalaysianborneoamongchineseoutboundtourists AT balvinderkaurkler sunsetsseafoodandseagypsiesaqualitativecontentanalysisonthealternativedestinationimageofmalaysianborneoamongchineseoutboundtourists AT siaofuiwong sunsetsseafoodandseagypsiesaqualitativecontentanalysisonthealternativedestinationimageofmalaysianborneoamongchineseoutboundtourists |