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

Sindhuri Ponnapureddy (), Urs Wagenseil (), Oxana Belozerova () and Siuzanna Mirzoian ()
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Sindhuri Ponnapureddy: University of Applied Sciences and Arts Lucerne Lucerne School of Business Institute for Tourism Switzerland, Postal: CH
Urs Wagenseil: University of Applied Sciences and Arts Lucerne Lucerne School of Business Institute for Tourism Switzerland, Postal: CH
Oxana Belozerova: Federal State Autonomous Educational Institution for Higher Education North Caucasus Federal University Stavropol Russia, Postal: RU
Siuzanna Mirzoian: Federal State Autonomous Educational Institution for Higher Education North Caucasus Federal University Stavropol Russia, Postal: RU

Journal of Advanced Research in Management, 2018, vol. 9, issue 4, 694-706

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

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:srs:jemt00:v:9:y:2018:i:4:p:694-706

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