 Image and perceived risk: A study of Uganda and its official tourism websiteAndrew Lepp, Heather Gibson and Charles Lane Tourism Management, 2011, vol. 32, issue 3, 675-684 Abstract: Increasingly, perceived risk is part of a destination’s image. This is particularly true for Africa. This study investigated images and risks associated with Uganda and whether exposure to Uganda’s official tourism website could induce image change. A classic two group randomized experimental design was used. Exposure to Uganda’s official tourism website was the intervention. Pre-test images, formed prior to website exposure were negative for both groups, and Uganda was perceived as a risky destination. Post-test images for the experimental group, formed after exposure to the website, were significantly more positive and perceived risk was reduced. Post-test images and perceived risk for the control group remained the same. Five underlying dimensions of perceived risk in Uganda were identified. It appears that by addressing these underlying dimensions, African destinations could use the web to better manage image and perceived risk. More integration between the image and risk literatures is recommended. Keywords: Destination image; Risk; Destination marketing; Website; Africa (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:32:y:2011:i:3:p:675-684 DOI: 10.1016/j.tourman.2010.05.024 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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