Chinese Outbound Tourists’ Destination Image of America

This study was designed to obtain a collective mental picture of the United States as a travel destination among Chinese long-haul outbound travelers. In addition to identifying major features and components of the America travel brand, the authors also attempted to map the links and associations among various image components and sketch an associative network. Findings of this study revealed that overall, Chinese outbound tourists’ perceptions of America are highly urban, featuring advanced economic development, an open and democratic system, high technology, and big cities. Most American destinations and attractions Chinese tourists can think of are located on the East and West coasts. By analyzing the data from multiple perspectives and using various tools, the authors also hope to contribute some methodological insights on how to make sense of a large amount of categorical image data.