DESTINATION BRANDING AND MARKETING OF HAINAN IN THE EYES OF CHINESE MAINLAND TOURISTS

Hainan's status as a popular tropical tourist destination in China is facing increasing competition and changing visitor expectations, making it necessary to re-evaluate its branding and marketing strategies. This study examines the perceptions of Chinese mainland tourists regarding Hainan’s destination image, focusing on the alignment between its brand positioning and visitor experiences. Using a combination of quantitative surveys (with 600 respondents) and qualitative analysis, the authors evaluate important factors such as natural attractions, cultural depth, service quality and the effectiveness of digital marketing. The results reveal that 60% of tourists prioritise natural scenery, while only 15.5% value cultural experiences. This highlights a risk of homogenisation. Service attitude (32% of complaints) and pricing transparency (26%) are identified as key areas for improvement. Furthermore, 75.5% of respondents rely on the internet for travel information, underscoring the potential for enhanced digital engagement. Based on these findings, the study proposes the following actionable strategies: integrating Li and Miao cultural elements to differentiate the brand; improving service training and pricing regulations; and optimising social media campaigns on platforms such as Douyin. By aligning projected and perceived images, Hainan can enhance its competitiveness as a multifaceted global destination. This research makes a valuable contribution to the literature on destination branding by providing empirical support for Keller’s brand equity model in the context of emotional drivers and demographic segmentation. It offers policymakers and marketers practical insights.