Resumen de A Cross-Cultural Comparison of World Heritage Site Image: the Case of Hue
Mingming Cheng, Ipkin Anthony Wong, Matthew Tingchi Liu
Tourism image has commonly applied at the destination level, but its application in heritage sites with cross-cultural comparisons remains sparse. The objective of this research note is to explore the image of Hue's UNESCO world heritage sites and to examine cross-cultural differences between domestic and international tourists on this image. We adopt Echtner and Ritchie's image definition and apply it to assess the three image continuums�attribute�holistic, functional�psychological, and common�unique�using both qualitative and quantitative analysis. This study provides a timely update of the literature and offers both scholars and practitioners a better understanding of heritage site image and its cross-cultural differences.
