Russia's destination image among American pleasure travelers: Revisiting Echtner and Ritchie

This study measured Russia's destination image among US pleasure travelers by the means of a Web-based survey. The methodology proposed by Echtner and Ritchie [(1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(Spring), 3–13] was enriched by using a combination of two software programs, CATPAC and WORDER, to analyze responses to open-ended questions about stereotypical holistic, affective, and uniqueness images and facilitate statistical comparisons of images between visitors and non-visitors to Russia. A favorability variable was operationalized on the textual data, and affective images of visitors and non-visitors to Russia were statistically compared. The study found that American travelers’ perceptions of Russia were often negative and there is a lack of awareness about Russia's destination features. Marketing implications for Russia's Federal Travel Agency based on the study results are discussed.