Abstract
This study seeks to explore the tourism destination image of Tibet, and further to compare the difference between the organic image of Mainland China and that of Hong Kong. The findings indicated that both group regarded “the natural and beautiful scenery” as the most important attractions of Tibet. The top three motivations of Mainland people were the mysteriousness, natural scenery, and novelty of Tibet”. Hong Kong tourists were most motivated by Tibet’s natural scenery mysteriousness, and culture. In terms of the concerns of traveling to Tibet, people in Mainland China cared most on health issue, while Hong Kong people concerned more on transportation. The findings of this study may provide useful guidance to marketing strategies and sustainable tourism development in Tibet.
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