Local University Students’ Perceptual Map of a Destination Brand Shaoxing City in China

This paper views that destination brand as a holistic brand conception, and uses the attributes-based perceptual map technique to describe the static meaning of the positioning conception. With a case study of Shaoxing City in China, two main attributes historical culture and comprehensive function in local university students’ perception are achieved, and Shaoxing’s local university students’ perceptual map is drawn. It indicates that Shaoxing has a big inferiority to Hangzhou in terms of natural landscape, shares almost the same price level as its neighboring cities, takes a great advantage of historical culture over the neighboring cities, but leaves a big gap of comprehensive function below Hangzhou and Shanghai. This discovery offers some guides for Shaoxing City’s future tourism branding.