Cross-Cultural Destination Image Assessment: Cultural segmentation versus the global tourist | An Exploratory study of Arab-Islamic and Protestant European youths' pre-visitation image on Berlin

Wassim El Kadhi

ISBN 10: 3836672235 / ISBN 13: 9783836672238

Published by Diplomica Verlag, 2009

About this Item

Cross-Cultural Destination Image Assessment: Cultural segmentation versus the global tourist | An Exploratory study of Arab-Islamic and Protestant European youths' pre-visitation image on Berlin | Wassim El Kadhi | Taschenbuch | Kartoniert / Broschiert | Englisch | 2009 | Diplomica Verlag | EAN 9783836672238 | Verantwortliche Person für die EU: Dryas Verlag, ein Imprint der Bedey und Thoms Media GmbH, Hermannstal 119k, 22119 Hamburg, kontakt[at]dryas[dot]de | Anbieter: preigu.

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Bibliographic Details

• Title: Cross-Cultural Destination Image Assessment: Cultural segmentation versus the global tourist | An Exploratory study of Arab-Islamic and Protestant European youths' pre-visitation image on Berlin
• Publisher: Diplomica Verlag
• Publication Date: 2009
• Language: English
• ISBN 10: 3836672235
• ISBN 13: 9783836672238
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 270W x 190H x 12D millimeters 270 millimeters width by 190 millimeters height by 12 millimeters depth
• Weight: 454 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

Various scholars consider destination image - a vital part in tourism marketing- as the key in attracting tourists. It is often regarded, as the most important element in a destination's management and may induce success or failure. Within this research project, destination image is being assessed in cross-cultural terms. It scrutinises the extent to which destination image is culture specific. In other words, does a destination's image vary across people from different cultural backgrounds? This question evolves and is vindicated in an era that is subjected to globalisation and increasingly refers to the global tourist. Many academics are convinced that the world tourism market may be treated as a homogenous one due to globalisation. However, the literature also provides some opposing bearings and discusses them. Hence, the author of this book intended to investigate this issue in more depth in order to find a probable answer to the contradicting sources by conducting an exploratory study of Arab-Islamic and Protestant European youth's pre-visitation image on Berlin. In response to the objectives of this study, primary research was carried out. It involved both quantitative and qualitative data collection methods. Field and online surveys enabled the researcher to collect 239 completed questionnaires. Besides semi-structured interviews and focus group discussions were carried out. Obtained data was entered into SPSS and frequencies and means were calculated and several ANOVA tests and cross-tabulations conducted in order to stress destination image's specificity in terms of cultural background. This book further gives information on Berlin as a tourist destination, addresses destination image concerning influential cultural factors and the implications of globalisation on consumer behaviour. Finally, it studies the Arab-Islamic and Protestant European youth cultures in the light of globalisation and potential modifying effects. It also provides recommendations

About the Author

Wassim El Kadhi, Master of Arts in European Tourism Management und Bachelor of Arts in International Tourism Management an der Bournemouth University in Großbritannien. Master de Sciences Economiques et de Gestion: Sciences et Ingénierie des Organisations: European Tourism Management an der Université de Savoie in Chambery (F). Abschluss 2008 als Master-Diplom Betriebswirt mit Schwerpunkt Tourismus in Europa.