LAUSR

Purpose This paper aims to present a case study investigating Chinese tourists’ perceptions of North Korea which is regarded one of the most unique tourism destinations in the world. Design/methodology/approach This exploratory study reports findings based on semi-structured interviews with 30 Chinese tourists. This study uses the cognitive-affective model to categorise destination image proposed by respondents. Data were analysed using content analysis. Findings The study found that the cognitive image focusses on attributes such as the country’s unique economic/political situation, unspoiled natural environment and poor infrastructure construction. Affective components centre on the friendly relationship between China and North Korea, and a comparison between North Korea’s current situation and that of China during the period of the cultural revolution. Research limitations/implications Given the qualitative approach and exploratory nature, the results may not be generalised to the wider literature of the Chinese outbound market. This article’s theoretical contribution to destination image may be limited to Chinese cultural contexts. This study provides practical implications for promoting North Korea’s images to attract more Chinese visitors. Originality/value Cognitive-affective model, as one of the most commonly used models, was used to explore North Korea’s destination image in Chinese tourists’ eyes. In addition, this study highlights the importance of politics in influencing a country’s destination image.