Destination image of Japan and social reform generation of China: role of consumer products

This study attempts to investigate the destination image of Japan perceived by Social Reform Generation of China and explore the role of Japanese consumer products in image formation. Through the analysis of textual data from in-depth interviews, present study identified three categories of cognitive image of Japan. They are Diversity of Offerings, Cultural Uniqueness and Advanced Infrastructure. The study proposed a framework that conceptualizes the role of consumer products in destination image formation. Japanese tangible and cultural consumer products have direct and induced impact on three components of destination image. Theoretical and practical contribution of the study is discussed based on the framework.