Destination identity and image of Macao: Construal, projection, and perception

Drawing from the tourist gaze and grassroots public diplomacy and advancing the concept of destination image, this study compares 1) what residents perceive versus what tourists think residents should perceive (i.e. resident identity versus tourist-construed image); 2) what residents intend to project to tourists versus what tourists think residents desire to project (i.e. intended image versus perceived intended image); and 3) what residents think tourists perceive versus what tourists perceive (i.e. resident-construed image versus tourist-perceived image). This empirical investigation in Macao revealed that resident identity was significantly weaker than tourist-construed images. Except for gambling, the resident-intended image was significantly stronger than the tourist-perceived intended image. Furthermore, other than gambling, the differences in resident-construed and tourist-perceived image levels were insignificant. The results elucidate the differences and similarities between residents’ and tourists’ expected perceptions of each other. This study should benefit destination management entities by illustrating the perceived, intended, and construed image and identity of residents and tourists.