Effect of Street Violence on Destination Image

By Amruta Chendke and Rajendra Mulye.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Destination image has been found to have a profound influence on the purchase decisions of tourists. A negative incident can mar positive perceptions that tourists have towards a destination culminating into losses for that destination and its tourism. This study explores the effects of negative incidents in a destination’s macro-environment on its image in context of the recent negative publicity surrounding the assaults on Indians in Australia. The findings indicate that the Indian tourists are discernable in their evaluation of Australia as a tourist destination. The cognitive dimensions of Australia as a place of natural beauty and provider of quality education were unaffected, however, the affective dimension relating to the affinity they felt for Australian people was severely damaged. Many felt that their nationality would render them vulnerable to assaults in Australia and as such it was no longer believed to be a safe destination to travel to, especially for Indians.

Keywords: Destination Image, Negative Incidents, Perception, Australia

International Journal of Knowledge, Culture and Change Management, Volume 10, Issue 12, pp.17-26. Article: Print (Spiral Bound). Article: Electronic (PDF File; 590.862KB).

Amruta Chendke

Marketing Consultant, Creescendo Marketing, Mumbai, Maharashtra, India

Dr. Rajendra Mulye

Program Leader, School of Economics, Finance and Marketing, RMIT University, Melbourne, Victoria, Australia


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