US Pleasure Travellers′ Perceptions of Selected EuropeanDestinations

Abstract

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.