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This thesis examines the perceived destination image of New Zealand as revealed in travel blogs written by Mainland Chinese tourists. A qualitative method with an interpretivism paradigm was used to explore travel blogs written by Chinese tourists. A textual content analysis of 139 blog entries written by 36 Chinese bloggers indicates that the overall perceived destination image of New Zealand is positive among these tourists.   Chinese tourists are particularly impressed by the New Zealand landscape, the hospitality and lifestyle of New Zealanders, and customer service in i-SITEs. This study identified a holistic view of New Zealand, ‘the New Zealand Dream’, constructed by Chinese tourists. They dream of living in New Zealand, a destination that has been perceived to offer a simpler and more peaceful lifestyle compared to China. Additional findings indicate Chinese tourists welcome unfamiliarity related to landscape and lifestyle. However, tourists respond to unfamiliarity that may pose a threat such as unfamiliar driving conditions with a less welcoming attitude. Familiarity such as familiar language and food are, overall, welcomed and accepted. This study also identified neutrally-toned advice from Chinese bloggers which suggests that the blogs are not only an effective way to understand the Chinese market – their likes and dislikes – but also, potentially, a valuable information source for tourists reading the blogs. Based on the results, implications and recommendations for managers and practitioners in New Zealand’s tourism industry are discussed.

Understanding the Perceived Destination Image of New Zealand as Revealed in the Travel Blogs of Tourists from Mainland China