Destination Image and Perceived Risk of Visiting Ukraine: An Exploratory Study of Chinese Male Outbound Tourists
Jun Wen1,Dr.Tim Lockyer2,Hanlin Zhang3
Citation : Jun Wen,Dr.Tim Lockyer,Hanlin Zhang, Destination Image and Perceived Risk of Visiting Ukraine: An Exploratory Study of Chinese Male Outbound Tourists International Journal of Research in Tourism and Hospitality 2018, 4(1) : 1-9
Despite increasing research in destination image, few attempts have been made to explore the link between destination image and perceived risk. This paper addresses this significant gap in the literature. The paper examines the aforementioned concepts by exploring Chinese tourists visiting Ukraine. Due to the country's 2013 crisis, political instability is still notable there. The paper conducted 17 in-depth interviews with Chinese respondents who visited Ukraine. While television news and Internet provide the main sources of information, it was found that these tourists had limited knowledge about Ukraine prior to their visit. In terms of destination image, the most important attributes relating to Ukraine for Chinese tourists were its being a risky country and the beauty of Ukrainian women. The two main perceived risks of visiting Ukraine are political instability and language barrier. Some respondents, however, argued that the perceived risk actually increased their willingness to visit Ukraine.