Master of Science (MS)
First Committee Member
Number of Pages
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.
China; Image; Operators; Study; United States
University of Nevada, Las Vegas
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Xiao, Franklin Zhiyuan, "A study of image of China as perceived by United States tour operators" (1993). UNLV Retrospective Theses & Dissertations. 275.
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