Country-of-Origin Effect in Tourism:

Re-examining Tourist Experience, Development, and Soft Power

Suh-hee Choi, Institute for Tourism Studies, Macau

Liping Cai, Purdue University, USA

TTRA APac Chapter Annual Conference

December 4, 2014

Background

2

Typical image of Hong Kong

Photo taken by Suh-hee Choi

Background

3 Recent Image of Hong Kong

Photo courtesy of Charlie Chan

Background

4

• Image of Hong Kong

Country Image

Destination Image

Literature Review

• Country image and destination image

• Issues with

• Redefining the two concepts

• Setting the dimensionality

• In examining the relationship

• e.g., Safety / Political stability

5 Photo courtesy of Charlie Chan

Conceptualization

• Country Image • Development

• Soft Power

• Destination image • Core destination experience

• Marginal destination experience

• Service from the country-of-origin

6 Photo courtesy of Lilian Chiang

Geographically-bounded

Non-geographically-bounded

7

Model of COO Effect in Tourism

Destination Image

Country Image

Core Destination Experience

Development

Soft Power

Marginal Destination Experience

Service from the Country-

Of-Origin

Geographically-bounded

Methodology

• Quota sampling

• Chinese (n=653)

• Korean (n=572)

• Context : USA

• SEM

8 Photo courtesy of Charlie Chan

9

Results – All Significant Associations

Destination Image

Country Image

Core Destination Experience

Development

Soft Power

Marginal Destination Experience

Service from the Country-

Of-Origin

Geographically-bounded

10

Results – Different Salience

Destination Image

Country Image

Core Destination Experience

Development

Soft Power

Marginal Destination Experience

Service from the Country-

Of-Origin

Geographically-bounded

11

Results – Different Salience

Destination Image

Country Image

Core Destination Experience

Development

Soft Power

Service from the Country-

Of-Origin

Geographically-bounded

Marginal Destination Experience

12

• Helps other nations develop their economies

• Provides assistance in the event of humanitarian crises in other nations

• Popular culture of the U.S. significantly influences other nations’ culture

Discussion

• Safe nation to travel

• People are welcoming and friendly to foreign visitors

• People are receptive to foreign visitors

Marginal Destination Experience

Soft Power

13

• Has a high level of industrialization

• Has a highly developed economy

• Has a high level of technological research

• Has leading multinational companies

Discussion

• Many attractions about contemporary art and culture

• Offers interesting cultural events

• Has many historical attractions

• Has good architecture

• Has beautiful natural attractions

• Has beautiful scenery

• Has a variety of leisure and entertainment options

Core Destination Experience

Development

14

• Has a high level of industrialization

• Has a highly developed economy

• Has a high level of technological research

• Has leading multinational companies

Discussion

• American hotel brands provide good services

• American restaurants provide good dining experiences

• American air carriers (e.g., United Airlines, American Airlines) provide good services

• Transportation terminals (e.g., airports, Amtrak stations, bus terminals) provide good services

Service from the Country-Of-Origin

Development

15

• The associations among the dimensions of each reconceptualized destination and country images

• The role of tourism organizations and governments

• Integrated understanding of TDI and CI required

• Cooperation

• Development -- Hotel chains, airlines

• Soft power – Safety, local people at the destination

• Future studies

• Application to different countries

• Reverse country-of-origin

Conclusion

Thank you.