Abstract
ABSTRACT The main purpose of this study is to explore the projected destination image represented by photographs emerging in social media from a potential DMO member. The official page of China Eastern Airlines on Facebook (@CEAir) was selected as a case study, in which a total of 40 photographs were collected and classified into five groups according to their themes. To identify the destination image of China, five groups of photographs were analyzed by using visual analysis, semiotic analysis, and multimodal discourse analysis. The main findings show that Chinese food, architecture, natural landscape, people, and ethnic minorities are common signs engaging in constructing the destination image of China. These photographs mainly adopted wide shots and brilliant color tones, which convey to overseas tourists that China is a great power with a long history, full of charm, and a contributor to global development. More importantly, not only landscape photography but also still life photography, candid photography, and travel photography are all considered to be modes of representation of the destination image. Different genres of photography employ Chinese culture as a special gaze to shape the destination image.
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