Marko Blažević, Guisong Chen

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The effect of destination image on tourist behavior was studied on many occasions. This article aims to identify the image of Fujian province as a tourist destination in international markets, in order to support a discussion on how to improve tourism experience for foreign tourists. As the basis for the analysis, are the results from an online survey, distributed to foreigners who have visited or lived in Fujian province, and in person interviews. Research found that overall image of Fujian province is positive and that 50.5 % of respondents stated that the main reason for visiting Fujian were holidays, 20% of the respondents had their trips arranged by an agency, 32% stayed in Fujian province for more than 6 months and most of the respondents stated that “nature” should be used in international promotion of Fujian. These results may indicate the there is a need for a repositioning of the image by the introduction of new elements in the promotional messages. The international tourism market recognizes and appreciates the destination – Fujian province in China. The reflections presented may be of great use for the decision making in-charge of international tourism promotion. This article analyzes how foreign tourists perceive Fujian province which has not been done before, and it is a first step in improving the international image of Fujian province which will help attract more international tourists.


Fujian province, Destination’s image, Tourism consumer trends, Promotional campaigns

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