Russian 'relocants' share their experiences: A study of perceptions of Kyrgyzstan as a destination

Abstract

This study examines the perceptions of Russian citizens who have relocated to Kyrgyzstan due to the ongoing war between Russia and Ukraine. These individuals, who refer to themselves as “relocants”, have created and shared videos on YouTube documenting their experiences in the new country. Using thematic analysis of these videos, the study aims to understand how Kyrgyzstan is perceived as a destination and provide recommendations for decision-making in tourism and destination development. The study reveals that Kyrgyzstan has a negative or non-existent image among Russian visitors who lack prior experience in the country; however, a positive image is developed after their arrival, indicating contradictions between pre- and post-arrival images. The article concludes with practical recommendations, such as highlighting positive aspects of Kyrgyzstan in promotional materials and addressing issues with transportation infrastructure and air quality.

Keywords

• Destination image
• eWOM
• Kyrgyzstan
• Relocation
• Russian invasion
• Youtube video analysis