Projected Destination-Country Image in documentaries: Taking wild China and aerial China for example

Abstract

Abstract While the popularity of Destination-Country Image (DCI) research has increased exponentially in the literature, there has been relatively little published about the projected DCI from the supply side. Documentary, as a non-fictional work, is indispensable in the dissemination of the DCI. This study aims to propose the construct of projected DCI, and to investigate the congruency between Chinese and Western documentaries on the projection of China's DCI, so as to seek a better development of China's DCI in the era of globalization. Computer Assisted Qualitative Data Analysis Software (CAQDAS) NVivo was employed and both Wild China and Aerial China were collected to conduct a comparative analysis. Finally, a new construct for projected DCI was proposed, which contains macro projected DCI and micro projected DCI. The results show that the DCI of China constructed by Wild China is: a country with magnificent natural scenery, unique and abundant wildlife resources, and diverse, fragile and damaged ecological environment, but still maintaining harmonious coexistence between man and nature. While Aerial China is: a country with charming natural scenery, diverse cultural customs, and the coexistence of ancient wisdom and young vitality.