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| Tekijä: | Stepchenkova, S. Morrison, A.M. |
| Otsikko: | Russia's destination image among American pleasure travelers: Revisiting Echtner and Ritchie |
| Lehti: | Tourism Management
2008 : JUN, VOL. 29:3, p. 548-560 |
| Asiasana: | russia travel image |
| Kieli: | eng |
| Tiivistelmä: | This study measured Russia's destination image among US pleasure travelers. The methodology proposed by Echtner and Ritchie was improved by using a combination of two software programs to analyze responses to open-ended questions about stereotypical holistic, affective and uniqueness images and facilitate statistical comparisons of images between visitors and non-visitors to Russia. The results reveal that American travelers' perceptions of Russia were often negative and there is a lack of awareness about Russia's destination features. This article discusses the marketing implications for Russia's Federal Travel Agency based on the study results. |
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