Open Access

Florian J. Eitzenberger, Tatjana Thimm

• 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.