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Country Image of Pakistan: A Preliminary Study
Author(s) -
Fan Ying,
Shahani Akram
Publication year - 2014
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.1998
Subject(s) - perception , tourism , focus group , destination image , political science , geography , advertising , psychology , marketing , business , destinations , neuroscience , law
This paper reports an empirical study of the country image of Pakistan. The purpose is to analyse key factors that influence perceptions. Four focus groups were conducted with both Pakistani nationals and people from other countries. Findings include the following: (i) there was little positive image of Pakistan as a country; (ii) most non‐Pakistani respondents lacked knowledge of the country; (iii) the self‐perception of Pakistanis was also largely negative; and (iv) media was the main source of information about the country. However, perceptions could be changed simply, as respondents gave very different responses after watching a slide show of Pakistan. Copyright © 2014 John Wiley & Sons, Ltd.