A qualitative pilot study exploring tourists’ pre- and post-trip perceptions on the destination image of Macau

Destination image is never static but is constantly changing under influence from on-site and travel experiences. This qualitative pilot study uses reports gathered during in-depth individual interviews at both the pre- and post-trip stages of travel with 15 independent tourists who visited Macau to compare how destination image can be enhanced in the minds of tourists. The results indicate that tourists’ destination image of Macau became enriched post-trip, after participants encountered the city and its people. The findings suggest that a positive post-trip evaluation of a destination can motivate tourists to revisit the destination, thereby enhancing the destination image.