Award Date

1-1-1993

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Kye-Sung Chon

Number of Pages

96

Abstract

The purpose of this study was to analyze the relationship between China's image as perceived by U.S. tour operators and tour operators' actions in developing package tours to China; The data for this study was obtained through a questionnaire survey of 300 U.S. tour operators on 22 China's tourism attributes. Two research hypothesis were established. The results indicated that there were no significant differences in the perception of China as a tourist destination between tour operators who had visited China and those who had not. There were also no significant differences in the perception of China as a tourist destination between tour operators who had business relationship with China and those who had not; The strengths and weaknesses of China as a tourist destination were identified by Importance-Performance Analysis. The implication for the marketing strategies are discussed, along with suggestions for future research.

Keywords

China; Image; Operators; Study; United States

Controlled Subject

Recreation; Management

File Format

pdf

File Size

2273.28 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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