Perceptions of UK’s country image and destination image in light of Brexit

Abstract

Brexit uncertainty may become a problem for business like tourism in the UK. This study was conducted during the transition period of Brexit which assessed UK’s country image and destination image perceived. A review of literature indicates that country image and destination image are two different yet interrelated concepts, yet few studies have examined their interrelations and their roles on tourists’ intentional travel behaviors. This study is designed to address this gap. A comprehensive research framework depicting the relationships and roles of the UK’s country image and destination image is proposed and empirically tested based on a survey of American college students’ perceptions. This study testifies that, country image components make indirect impacts on “intentional travel behaviors”, yet, the role of “destination image” in determining the “intended travel behaviors” is essential in the process of destination choice as emphasized in tourism literature. The findings have both managerial implications and theoretical contributions which are discussed in the study.