Australia's Destination Image Among Mainland Chinese Travelers: an Exploratory Study

Mainland Chinese travelers perceive Australia primarily as a relaxing holiday destination, with iconic attractions such as the Sydney Opera House and Great Barrier Reef shaping its cognitive image. A study using multi-faceted image assessment (MIA) found no significant differences in cognitive or affective perceptions between past visitors and non-visitors, though past visitors provided richer sensory details. Key features included Australia's natural environment, wildlife like kangaroos and koalas, and vast landscapes, while cultural heritage was less emphasized. The research highlights the importance of sensory experiences in destination marketing.

Huang, S. (., & Gross, M. J. (2010). AUSTRALIA’S DESTINATION IMAGE AMONG MAINLAND CHINESE TRAVELERS: AN EXPLORATORY STUDY. Journal of Travel & Tourism Marketing, 27(1), 63–81. https://doi.org/10.1080/10548400903534923