Media effects on image - The case of Tibet

Using media effects research as a theoretical framework, this paper examines empirically the impact of media representations-such as movies, guidebooks, and magazines-on destination image. Past research has focused on either representations or image, but rarely on both. Based on a systematic comparison of the former with the latter, it is argued that the impact of media representations on image falls between a strong and negotiated influence. The analysis is based on data collected from tourists in Lhasa, Tibet. The paper documents tourism issues in a renowned but little studied destinafion.