Perceived and projected images of Rwanda: visitor and international tour operator perspectives

Abstract The present study was conducted with the purpose of determining and comparing the images of Rwanda as a tourist destination as perceived by visitors and as projected by international tour operators. The employed instruments consisted of two independent, but in their main parts, identical questionnaire surveys that featured both structured and unstructured methods in order to capture the various components of the image construct. The study identified several important differences between the perceptions of visitors and tour operators, thereby indicating that the latter project inadequate or even negative images of the country. The three main discrepancies appeared to be the evaluation of the current safety situation, opinions about the range of activities offered, and views concerning the value of visitors’ encounters with the local people at the destination. The results offered valuable policy implications for future marketing strategies in Rwanda.