Positioning Usa in the Chinese Outbound Travel Market

Autor:	Xiangping Li, Xiang Li, Chia-Kuen Cheng, Hyounggon Kim
Rok vydání:	2012
Předmět:	Tourist industry Market segmentation Tourism Leisure and Hospitality Management Position (finance) Advertising Mainland Business Competitor analysis Marketing Destinations Location theory Tourism Education
Zdroj:	Journal of Hospitality & Tourism Research. 39:75-104
ISSN:	1557-7554 1096-3480
DOI:	10.1177/1096348012461548
Popis:	This study attempts to understand the position of the United States against its major non-Asian competitors in Mainland Chinese tourists’ minds. A multistep procedure of destination positioning analysis was designed, which involved a combination of multidimensional scaling, correspondence analysis, and logistic regression analysis. Furthermore, this study connects positioning analysis with market segmentation research, as the perceptual mapping analyses were performed at both aggregate and segment levels. Overall, it was found that the United States holds a unique position that is isolated from all other five destinations. The authors discussed the theoretical and managerial implications of the findings.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f02b1af8c1360c86daef544849695b3a https://doi.org/10.1177/1096348012461548 Zobrazit plný text záznamu