Country image and destination image of Brazil in relation to information sources

Abstract

PurposeThe purpose of this paper is to measure country image and destination image of Brazil and identify influential information sources as image agents that help forming these images.Design/methodology/approachAn online sample of respondents residing in the USA was surveyed using a structured survey design. County image, destination image and information sources were measured using seven-point Likert scales. Frequencies, descriptives, correlation analyses, t-test and ordinary least squares regression were used to analyze the data.FindingsThe findings revealed that Brazil’s destination image is stronger than its country image. Brazil’s destination image is rated above the middle rank (4) on the seven-point scale, the strongest attributes being scenic beauty, beaches and water attractions. Its country image, on the other hand, is below the middle rank (4) on the seven-point scale. Correlated with seven of the nine country image items, general knowledge from school is potentially the most influential agent for country image while word-of-mouth, printed or online news media and TV programs are potentially the most influential agent for destination image.Originality/valueThe image of Brazil has not been a focus of existing empirical research. Also, this study bridges the gap between country image and destination image in relation to information sources.