French Perceptions and Images of the United States as a Destination Country

• Bignon, Virginie N. ^[1] ; Hammitt, William E. ^[1] ; Norman, William C. ^[1]
  1. [1] Clemson University
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 3, Nº. 3-4, 1998, págs. 159-171
• Idioma: inglés
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• Resumen

  • The US and other countries wanting to benefit from the growth in tourism must select the most appropriate tourism development approach. Because destination choice is influenced by an individual’s perception of alternative possibilities, it is important for countries wishing to increase tourism business to promote a coherent image as a tourist destination. Although France is a key market for the US tourism industry, little attention has been given to French travelers. This article reports images French possess of the US as a destination country. A factor analysis resulted in five underlying image dimensions: Adventure, Entertainment, Outdoor, Value, and Culture. In addition, cluster analysis was employed to identify similar respondents based on their image of the US. A multiple discriminant analysis was used to characterize clusters of French travelers and to determine what variables influenced their images of the US. Results indicated that respondents’ images were influenced by their preferred attributes for a destination when choosing an overseas vacation, as well as their past experiences with the US. Marketing implications are provided to plan appropriate strategies when marketing the US to France. Research implications to conceptualize forces influencing destination image are then presented and discussed.