This study uses content analysis to identify the perceived destination image held by Chinese tourists to New Zealand. In this study, qualitative content analysis is the primary mode of analysis, but quantitative methods are used as a support. The findings reveal the main components of New Zealand, as perceived by Chinese tourists, as being the possession of a protected ecological environment, a variety of activities, and a highly developed society with a "Pakeha" culture. The study also indicates that Chinese cultural norms play an important role in the process of perception formation and interpretation. These norms include the desire for harmony, Li, and a respect of authorities. It is suggested that blogs are an important resource by which destination marketing organizations can seek to influence potential tourists and by which tourist perceptions of place can be assessed.