The article “Government promotion and city image: visitor intentions in Macao” jointly by Jinquan Zhou (MPU), Hong-Wai Ho (MPU) and Susana Mieiro (MPU) has been published in International Journal of Tourism Cities. (SCIE, SCOPUS)
This study aims to critically evaluate the impact of government tourism promotion methods on city image and visiting intentions and to explore the moderating effect of tourism experience on two of the conceptualized relationships, using Macao as a case study. The research analyzed responses from 407 Macao visitors during the pandemic to determine the effects of tourism promotion methods on the city’s image and visiting intention using structural equation modeling (SEM) to test the hypotheses. This study revealed that tourism promotion methods positively impact the city’s image and visiting intentions. City image also mediates the relationship between tourism promotion methods and visiting intentions. Furthermore, tourism experience moderates the relationships between promotion methods and city image and between promotion methods and visiting intentions.
The article can be retrieved at:
https://www.emerald.com/insight/content/doi/10.1108/ijtc-05-2024-0108/full/html