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CROSS-CULTURAL BEHAVIOR RESEARCH IN TOURISM: A CASE STUDY ON DESTINATION IMAGE

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This study aims to emphasize the significance of exploring cross-cultural differences in consumer behavior and, in particular, destination image. First a theoretical framework was developed to introduce a research agenda on cross-cultural consumer behavior in tourism. Secondly, a case study was carried out based on two ad hoc studies conducted by the Valencian Tourist Board (Spain) at its tourism information offices. ANOVA and factor correspondence analysis were considered as the main techniques to analyze the differences of destination image attributes, taking into account the tourists' country of residence. Conclusions and managerial implications are discussed.
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Keywords: Cross-cultural research; Destination image; Perceptual maps; Spain; Tourist perceptions

Document Type: Research Article

Affiliations: 1: *Mugla University, School of Tourism and Hotel Management, 48000, Mugla, Turkey 2: †University of Valencia, Faculty of Business and Economy Studies, Department of Management and Marketing, Avda. dels Tarongers s/n, 46022 Valencia, Spain 3: ‡University of León, Faculty of Business and Economy Studies, Department of Management and Marketing, Campus de Vegazana s/n 24071 León, Spain

Publication date: 2003-01-01

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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