How Country Image Affects Intention to Visit a Destination: Evidence from Russian Tourists Visiting Switzerland

Abstract

The paper examines how country image affects the intention to visit a destination by means of a quantitative study conducted in Russia. It specifically explores the mediating influence of psychological destination image, functional destination image, and attitude towards the destination between country image and visiting intention. Data for the research were collected from a survey involving 919 respondents in Russia who had gone on a vacation, at least, once in the past 12 months. A series of mediation models indicated that through psychological destination image, functional destination image, and attitude towards the destination, country image mediates the intention to visit. The results imply that the holistic brand image of a destination has a strong influence on international tourists’ intention to visit. Therefore, marketers should integrate country image in destination marketing messages.

Destination Image and Expectations of Tourists in Satun Geopark, Thailand

“…Similarly, it has been discovered that there is a positive correlation between the perception of a destination and the intention to visit a destination, which contributes significantly to tourists' intention to visit tourism destinations (Chaulagain, Wiitala & Fu, 2019;Ponnapureddy, Wagenseil, Belozerova & Mirzoian, 2018;Satyarini, Rahmanita & Setarnawat, 2017). Foroudi, Akarsu, Ageeva, Foroudi, Dennis, and Melewar (2018) concluded that the intention of tourists to visit a tourism destination is based on their perceived image of the destination.…”

“…Satyarini et al (2017) encouraged the building of a positive brand, through improving communication skills and partnership between government officials, locals and the local government to enhance the natural environment and project a positive destination image to the tourists. The result from the study conducted in Switzerland by Ponnapureddy et al (2018) suggested the inclusion of destination image into the message contents during marketing or awareness campaigns. As a result, the image of a product or service is a significant consideration when choosing a product, service, location, or person.…”