Tourism is commonly described today as the world’s largest industry. It is big business and is expected to become even bigger business in the next century. Developing countries, in particular, look to the tourism industry to generate foreign exchange, provide jobs, and improve economic growth.
The purpose of this study is to examine the effect of risk perception, destination image and cultural distance on tourist’s intention to visit a destination. It is a comparison between two destinations which are Bangkok, Thailand and Islamabad, Pakistan. Tourism industry in these cities has been influenced from political instability issue. We would like to explore if such perceived risks involving in political instability affect tourist decision to visit Bangkok and Islamabad or not. In addition, due to the nature of the tourism experience and destinations are intangible, therefore it depends heavily on positive images. Countries with a negative image due to past events of violence often attempt to improve their image. However, some countries with their few unique characteristics might easily be replaced by other destinations with similar characteristics.
To reach the aim of this research, the questionnaire survey will be conducted through the internet to observe the respondents who stay outside Thailand and Pakistan. This research also provides useful information to the Thai and Pakistani hospitality industry and the travel and tourism research.

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