Image promotion has been a primary focus of destination marketing. Marketers are eager to learn whether their projected images have been transmitted to potential consumers and are incorporated into their images of the destination. This research compares the images projected by Qingdao (China) government agencies and those perceived by current visitors. The projected and perceived images of Qingdao were investigated by analyzing publicity materials and a questionnaire survey of visitors, respectively. Their relationships were explored using both a qualitative evaluation and statistical tests. The results show that the two types of images incorporated certain common image themes. However, the emphasis of the projected images did not relate significantly to what visitors considered to affect the quality of their experience. Therefore, Qingdao’s projected image was only partially delivered to and embraced by current visitors.
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