Positioning Usa in the Chinese Outbound Travel Market

• Published in: Journal of hospitality & tourism research (Washington, D.C.) Vol. 39; no. 1; pp. 75 - 104
• Main Authors: Li, Xiang (Robert), Cheng, Chia-Kuen, Kim, Hyounggon, Li, Xiangping
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.02.2015; SAGE PUBLICATIONS, INC
• Subjects: Market positioning; Market segmentation; Studies; Tourism; Travel; United States > US; China; destination image; segmentation; Chinese outbound travel; positioning

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,...