Network mechanism contrast: a new perspective of the ‘projection-perception’ contrast of the destination image

The congruity between projected and perceived destination images is decisive to the success of destination marketing. However, existing studies focused on bridging the dissonance have limitations regarding the target market definition and the depth of the image contrast. This study focuses on the unique marketing context of Hainan, China, to attract repeat tourists and compares the destination’s ‘projected-perceived’ image networks. The differences in the network characteristics, important nodes, network paths, and subgroups between the two networks are identified. The theoretical implications of the new concept of image contrast and management and the practical implications of achieving congruity between the image networks are provided.