Rebuilding “Accessible Macao”: A Study on the Public Perception Transformation
of Tourist Destination Images from the Perspective of Social Representation
Theory
BAI Jingting
Abstract: Based on the theory of social representation, this study explores how Macao’s tourism image has transformed from a “luxury gambling city” to an “accessible cultural heritage city”. This study focuses on the emerging concept of “budget travel in Macao” and its practice. Through qualitative research methods such as online content analysis, discourse analysis, case studies and in-depth interviews with tourists, it systematically examines how official discourse, digital media content and tourist practice interact and reshape the social representation of Macao’s tourism. Research has found that the public has gradually built a new image of Macao that is de-casino by emphasizing the World Heritage landscape and the experience of the common people. This cognitive transformation process reveals the dynamic construction mechanism of the image of tourist destinations in social interaction and also provides theoretical references and practical inspirations for the integrated development of culture and tourism in Macao.
Key words: Social Representation Theory; Macao; Tourist destination image; Public perception transformation
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