This research aimed to compare Macau's tourism image in English- and Chinese-language websites from five sets of online information sources. It systematically identified Macau's online tourism image by content analyzing its official Macau Government Tourist Office website (MGTO), travel agency, guidebook and magazine websites, and blogs of tourists. This study revealed that the overall Macau images projected on English and Chinese websites are quite different. Cultural differences, when combined with other salient factors (such as distance from Macau), seem to influence destination image. The variations are not surprising, considering different communication objectives and targets of destination marketers, travel agencies, publishers and tourists. Macau destination marketers undoubtedly need to keep these deviations in mind when proposing communication strategies. While adequate communication about the government's intended Macau image becomes essential among destination marketers and other industry practitioners, it is also important to be aware of the various other communicated images online and harmonize the efforts as much as possible.
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