Resumen de U.S. Travelers’ Perceived Image of Latin America as Their Future Travel Destination

Maricela Isabel Montes Guerra, Natalia Zapata Cuervo, Miyoung Jeong

• This study identified U.S. travelers’ perceptions toward Latin America as their future place to visit, based on their perceived destination attributes, activities, and overall affective image. Selecting nine attractive destinations, this study aimed, first, to develop U.S. travelers’ perceptual mapping of countries by using destination image attributes and activities, second, to determine comparative strengths and weaknesses, and third, to propose destination marketing strategies that will derive U.S. travelers' attention to the country. Overall, Americans have favorable affective image toward the nine tourism destinations in Latin America. Costa Rica was respondents’ most preferred country to visit, followed by Peru and Brazil