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U.S. International Pleasure Travelers’ Images of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors

Department of Tourism and Convention Administration, Harrah College of Hotel Administration, at the University of Nevada Las Vegas in Las Vegas

Ken W. McCleary

Department of Hospitality and Tourism Management at the Virginia Polytechnic Institute and State University in Blacksburg

This study compares U.S. international pleasure travelers’ images of four Mediterranean destinations—Turkey, Egypt, Greece, and Italy—for both visitors and nonvisitors. The image construct was conceptualized as having three components: cognitive, affective, and overall image. MANOVA analysis indicated that significant differences exist in all image components between the four destination countries. The findings revealed strengths and weaknesses of the four competing destinations and implications for positioning in the U.S. international pleasure market as well as product development and promotion strategy for the destinations.

Journal of Travel Research, Vol. 38, No. 2, 144-152 (1999)
DOI: 10.1177/004728759903800207


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