Perceiving the Tourism Image of Italy: A Study of the Destination Image Framework of Italy in the Chinese Market

Italy, a world class tourist destination, attracts countless tourists and was listed among the top destinations in terms of international arrivals. In recent years, the number of Chinese tourists visiting Italy has increased at an annual growth rate of 18% and Italy was listed as the favorite destination among Chinese outbound tourists. This study conducted a survey of Chinese market to understand the perception of Italy as a tourist destination. A destination image framework was developed on the basis of the data analysis. By the analysis of variance together with a multivariate linear regression analysis, the authors explored the Chinese residents’ reasons for choosing Italy as a tourist destination and the relevant related factors. The findings of this study could have implications for the country’s image marketing.