Comparison Between Projected and Perceived Destination Image of Terelj National Park in Ulaanbaatar, Mongolia

EasyChair Preprint 14967

Abstract

This study aims to identify the gap between projected and perceived destination images of Gorkhi-Terelj National Park in Ulaanbaatar, Mongolia, to help enhance the marketing and management strategies for the park. Destination management organizations portray the park as vibrant place of natural beauty and cultural richness, emphasizing natural elements, activities and the overall positive experience. While tourists highly appreciate the natural scenery and activities, they also place significant importance on cultural experiences and culinary delights, which are underrepresented in promotional materials. The findings underscore the need for DMOs to highlight the promotion of culinary and cultural experiences, balance activity projection, and include sustainability practices. These insights are important for finetuning marketing strategies and developing offerings that align more closely with the visitor expectations, contributing to sustainable tourism development.

Keyphrases: Gorkhi-Terelj National Park, Mongolia, Online Destination Image, Online travel reviews, Perceived destination image, content analysis, destination image, destination image gap, projected destination image, social media

@booklet{EasyChair:14967,
  author    = {Indra Ganzorig},
  title     = {Comparison Between Projected and Perceived Destination Image of Terelj National Park in Ulaanbaatar, Mongolia},
  howpublished = {EasyChair Preprint 14967},
  year      = {EasyChair, 2024}}