While many researchers have documented the characteristics of China's growing tourism market, a comprehensive image scale of city brand for tourism has not yet been developed. This study investigates a semiotic image scale of city brands to encapsulate the contextual background of China and its ability to increase tourism efforts. This study attempts to extend the semiotic mapping of consumption values to city brand and develop it into an image scale of city brand in the perspective of tourism practitioners. In the process of developing an image scale for understanding the perception of the co...
