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Exploring Chinese Tourists' Expectations and Post-trip Perceptions of Nordic Tourism Symbols

Yin, Yuanyuan LU and Li, Shenglin (2026) SMMP40 20261
Department of Service Studies
Abstract
This study explores the pre-trip expectations and post-trip perceptions of Chinese tourists regarding the tourism symbols of Northern Europe. Based on destination branding theory, the cognitive-affective-conative framework, and Peirce's triadic semiotic model, the study examines whether there is a gap between expectation and perception for Chinese tourists regarding the tourism symbols of Northern Europe and how these gaps are formed.
This research employs a mixed-method approach, including document analysis, netnography, questionnaires, and semi-structured interviews. The findings reveal that, at the overall statistical level, there is no significant difference between the pre-trip expectations and post-trip perceptions of Chinese... (More)
This study explores the pre-trip expectations and post-trip perceptions of Chinese tourists regarding the tourism symbols of Northern Europe. Based on destination branding theory, the cognitive-affective-conative framework, and Peirce's triadic semiotic model, the study examines whether there is a gap between expectation and perception for Chinese tourists regarding the tourism symbols of Northern Europe and how these gaps are formed.
This research employs a mixed-method approach, including document analysis, netnography, questionnaires, and semi-structured interviews. The findings reveal that, at the overall statistical level, there is no significant difference between the pre-trip expectations and post-trip perceptions of Chinese tourists about the tourism symbols of Nordic countries. However, individual differences exist across different symbols. Cognitive symbols such as natural landscapes are usually easily confirmed during actual travel, while affective symbols such as healing, tranquility, slow living, and romantic atmosphere are more easily influenced by weather, transportation, prices, and personal experiences.
This study argues that Chinese tourists do not passively accept the tourism image of Nordic destinations but actively interpret and reconstruct the tourism symbols under the influence of their own cultural background, emotional needs, and embodied travel experiences. (Less)
Please use this url to cite or link to this publication:
author
Yin, Yuanyuan LU and Li, Shenglin
supervisor
organization
course
SMMP40 20261
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Chinese tourists, Nordic tourism, tourism symbols, destination branding, expectation–perception gap, Peirce’s semiotics
language
English
id
9235563
date added to LUP
2026-06-12 09:13:49
date last changed
2026-06-12 09:13:49
@misc{9235563,
  abstract     = {{This study explores the pre-trip expectations and post-trip perceptions of Chinese tourists regarding the tourism symbols of Northern Europe. Based on destination branding theory, the cognitive-affective-conative framework, and Peirce's triadic semiotic model, the study examines whether there is a gap between expectation and perception for Chinese tourists regarding the tourism symbols of Northern Europe and how these gaps are formed.
This research employs a mixed-method approach, including document analysis, netnography, questionnaires, and semi-structured interviews. The findings reveal that, at the overall statistical level, there is no significant difference between the pre-trip expectations and post-trip perceptions of Chinese tourists about the tourism symbols of Nordic countries. However, individual differences exist across different symbols. Cognitive symbols such as natural landscapes are usually easily confirmed during actual travel, while affective symbols such as healing, tranquility, slow living, and romantic atmosphere are more easily influenced by weather, transportation, prices, and personal experiences.
This study argues that Chinese tourists do not passively accept the tourism image of Nordic destinations but actively interpret and reconstruct the tourism symbols under the influence of their own cultural background, emotional needs, and embodied travel experiences.}},
  author       = {{Yin, Yuanyuan and Li, Shenglin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Exploring Chinese Tourists' Expectations and Post-trip Perceptions of Nordic Tourism Symbols}},
  year         = {{2026}},
}