AN INVESTIGATION INTO THE IMAGE OF KOSOVO AS A TOURISM DESTINATION

Abstract

This project investigates the image of Kosovo as a tourism destination. People’s perceptions towards the country have been studied to discover how Kosovo is perceived by people in the UK. This research was carried out via self administered questionnaire, where one-
hundred and one participants took part in the survey. The results obtained in this project reported that the image of Kosovo has been shown to be a significant influencing factor that steered people to form negative perceptions of the country. The study acknowledges that the cause of these negative images is the war, which took place in Kosovo during the late nineties. It has been identified that the respondents with the most negative image perceptions are the lowest likely tourists to visit Kosovo. The highest potential tourists are the people who seek unusual experience, prefer winter sport activities or enjoy interacting with different cultures.