Article ID Journal Published Year Pages File Type
1013125 Tourism Management 2008 13 Pages PDF
Abstract

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.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Strategy and Management
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