Destination image is a crucial aspect of tourism research. Although extensively studied, recent research highlights the need to explore residents' views and non-visitors' perceptions of destinations. This study aims to address this gap by contrasting Resident Destination Image (RDI) with Tourist Destination Image (TDI) among non-visitors, using Uzbekistan as a case study. The research investigates how Uzbekistan is perceived by its residents in Samarkand and non-visitors in Germany, employing a mixed-method approach of surveys, focus group discussions, and observations. Findings reveal a significant divergence between the positive self-perception of residents and the often unclear or negative image held by non-visitors. The study underscores the influence of stereotypes on non-visitors' perceptions and the need for targeted marketing to bridge the gap between RDI and TDI to unlock the country's untapped tourism potential. The results suggest that enhancing the destination's image through informed marketing strategies can attract more international tourists and support the country's tourism development.

中文翻译：

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感知差异：分析居民和非游客对乌兹别克斯坦的目的地形象


目的地形象是旅游研究的一个重要方面。尽管进行了广泛的研究，但最近的研究强调了探索居民和非游客对目的地的看法的必要性。本研究旨在通过以乌兹别克斯坦为例，将非游客的居民目的地图像 （RDI） 与旅游目的地图像 （TDI） 进行对比，从而消除这一差距。该研究调查了撒马尔罕居民和德国非游客如何看待乌兹别克斯坦，采用调查、焦点小组讨论和观察的混合方法。研究结果显示，居民的积极自我认知与非访客通常不清楚或消极的形象之间存在显着差异。该研究强调了刻板印象对非游客看法的影响，以及需要有针对性的营销来弥合 RDI 和 TDI 之间的差距，以释放该国尚未开发的旅游潜力。结果表明，通过明智的营销策略提升目的地的形象可以吸引更多的国际游客并支持该国的旅游业发展。