Different cultures, different images: a comparison between historic conservation area destination image choices of Chinese and Western tourists

Abstract

ABSTRACT Using three Hangzhou Grand Canal historic conservation areas as the gaze fields, this study delineates differences in the image choices of visitors from cross-cultural backgrounds. Analysis of tourist-generated content, including destination image (DI) dimensions and frequency, suggests that Chinese tourists prefer human attractions and experiencing neighborhood life, while Western tourists prefer natural scenery and participating in tourist activities. The research also spotlights the phenomenon of the ‘tourist gaze circulatory.’ Tourists’ differentiated pursuits and on-site tourism experiences can influence the projection of DI, and the altered DI will in turn affect subsequent tourists. Based on this notion, suggestions are made for the in-depth development of the Canal’s historic conservation areas, differentiated for the different gazes of Chinese and Western tourists; and for a guide to help Western tourists experience Chinese urban life and enrich their gaze objects, with a view to protecting and enhancing world cultural heritage.