When language shapes landscape: quantifying tourism image discrepancy of Macao historic centre through bilingual lens

Language significantly influences the perception and projection of tourism images in UNESCO World Heritage Sites, as demonstrated by a study on Macao Historic Centre. The research reveals that while official projections in English emphasize 'Social Function' and 'Cultural Value,' Chinese projections focus more on 'Architectural Features' and 'Basic Information.' Tourists' perceptions also vary: English-speaking tourists prioritize 'Cultural Value' and 'Tourism Value,' whereas Chinese tourists value 'Architectural Features' and 'Historical Value.' Notably, the consistency between official projections and tourist perceptions is higher in the Chinese context but more pronouncedly discrepant in the English context. This study introduces a dynamic tourism destination image (TDI) model that bridges human geography and psychological perspectives, offering empirical evidence to optimize bilingual promotional strategies and enhance interactive experiences in heritage destinations.

Chen, X., Zhang, H., Zuo, T., & Tang, X. (2025). When language shapes landscape: quantifying tourism image discrepancy of Macao historic centre through bilingual lens. Journal of Tourism and Cultural Change, 23(6), 741–760. https://doi.org/10.1080/14766825.2025.2582754