Positioning Usa in the Chinese Outbound Travel Market

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,...

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Bibliographic Details
Published in:Journal of hospitality & tourism research (Washington, D.C.) D.C.), 2015-02, Vol.39 (1), p.75-104
Main Authors: Li, Xiang (Robert), Cheng, Chia-Kuen, Kim, Hyounggon, Li, Xiangping
Format: Article
Language:English
Subjects:
Market positioning
Market segmentation
Studies
Tourism
Travel
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Summary: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.
ISSN:1096-3480
1557-7554
DOI:10.1177/1096348012461548