Application of the stereotype content model to destination image: Evidence from residents of mainland China

Abstract

Abstract It is important to determine the image tourists have of a particular destination, as this information can be used to enhance that destination's competitiveness. This study introduces the stereotype content model (SCM), from the field of social psychology, to the study of destination image. Empirical research, with a sample of residents from across mainland China as potential domestic tourists, on 31 provinces, municipalities and regions in China as tourist destinations verified that the two dimensions of ‘warmth’ and ‘competence’ in the SCM are relevant to the perception of a destination. Secondly, a cluster analysis showed that these 31 tourist destinations could be clustered into five different categories according to the respondents' evaluations of their warmth and competence, indicating that the SCM can be used to capture the content of destination image. Finally, regression analysis revealed significant relationships between these two dimensions of destination stereotype (warmth and competence) and visit intention.