Why Chinese do not come: Antecedents and outcomes of destination images

Various factors such as destination image, geographical distance, cultural distance, and the number of heritage sites have been investigated to explain tourists’ intention to visit a destination. However, several explanatory factors in the literature are ineffective in explaining Chinese tourists’ low level of interest in visiting India despite the two countries’ numerous similarities and involvement in many exchanges. In this study, two antecedents of India's destination image are introduced, namely film attractiveness and country stereotype. A questionnaire was administered to 480 respondents in Guangzhou, China; and 416 valid responses were used for structural equation modelling analysis with LISREL 10.20. The study results validate the indirect relationship between Hindi films and tourists’ intention to visit India and the mediating role of destination images. Country stereotype as the other antecedent of destination image is also confirmed. The study results have theoretical implications for future research on destination images and practical implications for the marketing of India to the Chinese market.