Abstract (150 Words)
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.
Positioning America in the Chinese Outbound Travel Market
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.
