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Tourism destination image of Russia in the perspective of the portuguese market: an exploratory study focusing on political issues
Publication . Arslanova, Liliya; Agapito, Dora; Pinto, Patrícia
During recent decades the importance of destination image has been increasingly analyzed and it is generally considered to be vital in the marketing of destinations. It can be noted that the tourism industry in Russia has not been the subject of a great deal of research with regard to its destination image. While Russia has rich natural, cultural and historical attractions, it suffers from the ongoing general unfavorable image of its politics. Therefore the purpose of this work is to measure Russia’s destination image and to explore the connection between political issues of the country and its destination image, in the perspective of Portuguese people. The research instrument was an online questionnaire, which comprised of open-ended and closed questions. A combination of two software programs, NVivo and IBM SPSS Statistics 21, were employed to analyze the data. This exploratory study suggests that Portuguese peoples’ perceptions of Russia are mostly favorable and they have a high awareness about Russia’s destination features. The views of Portuguese people on Russian political events were not found to be significantly correlated to the perceptions of the destination.
2016-10-12Master thesis Restricted access Show more