Tóm tắt
In today′s competitive travel industry, positioning the destination
more effectively in the traveller′s mind has become an increasingly
important strategic issue. The key to this is an understanding of the
traveller′s perceptions of destinations. This study focuses on
determining US pleasure travellers′ perceptions of selected European
destinations for touring and outdoor vacations. The study findings are
used to suggest various strategic directions for European travel and
tourism marketers.
