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

Purpose: The 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/approach: An 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. Findings: The 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/value: The 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.