This is the powerpoint presentation file we used at the 2014 TTRA APac Chapter Annual Conference held in Melbourne, Australia from Dec. 4 to 5.

1. Country-of-Origin Effect in Tourism: Re-examining Tourist Experience, Development, and Soft Power
Suh-hee Choi, Institute for Tourism Studies, Macau
Liping Cai, Purdue University, USA
TTRA APac Chapter Annual Conference December 4, 2014

2. Background
2
Typical image of Hong Kong
Photo taken by Suh-hee Choi

3. Background
3
Recent Image of Hong Kong
Photo courtesy of Charlie Chan

4. Background
4
•Image of Hong Kong
Country Image
Destination
Image

5. Literature Review
•Country image and destination image
•Issues with
•Redefining the two concepts
•Setting the dimensionality
•In examining the relationship
•e.g., Safety / Political stability
5
Photo courtesy of
Charlie Chan

6. Conceptualization
•Country Image
•Development
•Soft Power
•Destination image
•Core destination experience
•Marginal destination experience
•Service from the country-of-origin
6
Photo courtesy of
Lilian Chiang
Geographically-bounded
Non-geographically-bounded

7. 7
Model of COO Effect in Tourism
Destination Image
Country Image
Core Destination Experience
Development
Soft Power
Marginal Destination Experience
Service from the Country- Of-Origin
Geographically-bounded

8. Methodology
•Quota sampling
•Chinese (n=653)
•Korean (n=572)
•Context : USA
•SEM
8
Photo courtesy of
Charlie Chan

9. 9
Results – All Significant Associations
Destination Image
Country Image
Core
Destination
Experience
Development
Soft Power
Marginal
Destination
Experience
Service from
the Country-
Of-Origin
Geographically-bounded

10. 10
Results – Different Salience
Destination Image
Country Image
Core Destination Experience
Development
Soft Power
Marginal Destination Experience
Service from the Country- Of-Origin
Geographically-bounded

11. 11
Results – Different Salience
Destination Image
Country Image
Core
Destination
Experience
Development
Soft Power
Service from
the Country-
Of-Origin
Geographically-bounded
Marginal Destination Experience

12. 12
•Helps other nations develop their economies
•Provides assistance in the event of humanitarian crises in other nations
•Popular culture of the U.S. significantly influences other nations’ culture
Discussion
•Safe nation to travel
•People are welcoming and friendly to foreign visitors
•People are receptive to foreign visitors
Marginal Destination Experience
Soft Power

13. 13
•Has a high level of industrialization
•Has a highly developed economy
•Has a high level of technological research
•Has leading multinational companies
Discussion
•Many attractions about contemporary art and culture
•Offers interesting cultural events
•Has many historical attractions
•Has good architecture
•Has beautiful natural attractions
•Has beautiful scenery
•Has a variety of leisure and entertainment options
Core Destination Experience
Development

14. 14
•Has a high level of industrialization
•Has a highly developed economy
•Has a high level of technological research
•Has leading multinational companies
Discussion
•American hotel brands provide good services
•American restaurants provide good dining experiences
•American air carriers (e.g., United Airlines, American Airlines) provide good services
•Transportation terminals (e.g., airports, Amtrak stations, bus terminals) provide good services
Service from
the Country-Of-Origin
Development

15. 15
•The associations among the dimensions of each reconceptualized destination and country images
•The role of tourism organizations and governments
•Integrated understanding of TDI and CI required
•Cooperation
•Development -- Hotel chains, airlines
•Soft power – Safety, local people at the destination
•Future studies
•Application to different countries
•Reverse country-of-origin
Conclusion

16. Thank you.