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Positioning America in the Chinese Outbound Travel Market

Abstract
The present study attempts to determine the relative strengths and weaknesses of the U.S. as a long-haul travel destination in comparison to its major non-Asian competitors in the Chinese outbound travel market. A multi-step procedure of destination positioning analysis was designed, which involves a combination of multidimensional scaling, correspondence analysis, as well as logistic regression analysis. Overall, it was found that the U.S. holds a very unique position which is isolated from all other five destinations. Findings from this study may help identify areas of opportunity which could enhance American destinations’ competitiveness.
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