The Connection Between the Reemergence of Populism and the Image of Tourism Destinations

Objective – This research aims to examine the influence of populist movements on the reputation of nations as travel destinations, addressing the gap in the literature regarding the relationship between populism and the tourist image of destinations. The study adopts a theoretical approach supported by empirical indicators to analyse this global phenomenon (Lopes, 2011) (Martínez & Alvarez, 2010) (Chaulagain et al., 2019). Methodology – The study utilises indicators from the Travel & Tourism Competitive Index (TTDI - Travel and Tourism Development Index) of the World Economic Forum (World Economic Forum, 2019), chosen for their coherence, interpretability, and comparability. Additionally, a review of political, economic, and tourism literature complements the analysis to provide a comprehensive understanding of the interplay between populism and tourism (Gallarza, Saura, & Garcia, 2002; Pike, 2007). Findings – The findings highlight a complex relationship between the rise of populism and the deterioration of a tourism destination's image. While populist movements are not the sole cause of a decline in destination attractiveness, their impact on political stability, economic conditions, international relations, openness, and other related factors collectively contributes to the reputation and competitiveness of these destinations. Novelty – This study fills a significant gap in the academic literature by exploring the connection between populism and tourism destination images on a global scale, an area previously addressed only in specific case studies (Gallarza, Saura, & Garcia, 2002; Pike, 2007). The originality lies in integrating TTDI indicators with the theoretical implications of political phenomena, offering valuable insights for both researchers and policymakers. Type of Paper: Empirical. JEL Classification: D72, Z32, R11. Keywords: Populism; Tourism Destination Image; Destination Branding; Tourism Competitiveness. Reference to this paper should be made as follows: López, M.C.P; Pardal, M; García, M.C.C. (2024). The Connection Between the Reemergence of Populisms and the Image of Tourism Destinations, J. Bus. Econ. Review, 9(3), 102–116. https://doi.org/10.35609/jber.2024.9.3(1)