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Perception disparity: Analyzing the destination image of Uzbekistan among residents and non-visitors

  • Destination image is a crucial aspect of tourism research. Although extensively studied, recent research highlights the need to explore residents' views and non-visitors' perceptions of destinations. This study aims to address this gap by contrasting Resident Destination Image (RDI) with Tourist Destination Image (TDI) among non-visitors, using Uzbekistan as a case study. The research investigates how Uzbekistan is perceived by its residents in Samarkand and non-visitors in Germany, employing a mixed-method approach of surveys, focus group discussions, and observations. Findings reveal a significant divergence between the positive self-perception of residents and the often unclear or negative image held by non-visitors. The study underscores the influence of stereotypes on non-visitors' perceptions and the need for targeted marketing to bridge the gap between RDI and TDI to unlock the country's untapped tourism potential. The results suggest that enhancing the destination's image through informed marketing strategies can attract more international tourists and support the country's tourism development.

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Metadaten
Author:Florian J. EitzenbergerORCiD, Tatjana ThimmGND
URN:urn:nbn:de:bsz:kon4-opus4-53936
DOI:https://doi.org/10.1016/j.jdmm.2024.100946
ISSN:2212-5752
eISSN:2212-571X
Parent Title (English):Journal of Destination Marketing & Management
Volume:34
Publisher:Elsevier
Place of publication:Amsterdam
Document Type:Article
Language:English
Year of Publication:2024
Release Date:2024/11/20
Tag:Uzbekistan; Destination image; Tourism perception; Resident perspective; Tourist image; Non-visitors
Page Number:12
Article Number:100946
Open Access?:Ja
Relevance:Wiss. Zeitschriftenartikel reviewed: Listung in Positivlisten
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International