Cross-cultural destination image assessment: cultural segmentation versus the global tourist. An exploratory study of Arab-Islamic and protestant European youth' pre-visitation image on Berlin.

Autor/in	Kadhi, Wassim el
Titel	Cross-cultural destination image assessment: cultural segmentation versus the global tourist. An exploratory study of Arab-Islamic and protestant European youth' pre-visitation image on Berlin. Gefälligkeitsübersetzung: Interkulturelles Reisezielimage. Kulturelle Segmentation versus Globalisierung im Tourismus. Eine explorative Studie über das Image von Berlin bei arabisch-islamischen und protestantischen europäischen Jugendlichen.
Quelle	(2009), 177 S. PDF als Volltext Link als defekt meldenVerfügbarkeit
Zusatzinformation	Inhaltsverzeichnis
Sprache	englisch
Dokumenttyp	online; gedruckt; Monographie
ISBN	978-3-8366-7223-8
Schlagwörter	Kultur; Vergleich; Image; Frau; Großstadt; Politik; Reise; Globalisierung; Marketing; Tourismus; Internationaler Vergleich; Geschlechtsspezifik; Araber; Europäer; Jugendlicher; Junger Erwachsener; Mann; Tourist; Berlin; Deutschland
Abstract	"Destination image is considered as the key in attracting tourists. This study purported to scrutinise whether Berlin's tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place's image. As an exploratory study, it examined Berlin's image among youths from Arab-Islamic and Protestant European countries and confronted them. In an era that is subjected to globalisation and refers to the global tourist, it is vindicated to pose this question. Various scholars 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. It further gives some background 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 possible modifying effects. In response to the objectives of this study, primary research was conducted. It involved both quantitative and qualitative data collection methods. Field and online surveys enabled the researcher to collect 239 completed questionnaires (103 Arab-Islamic and 136 Protestant European youths). Besides semi-structured interviews and focus group discussions were carried out at EF Language School, Bournemouth. Following the completion of the survey, obtained data was entered into SPSS. Frequencies and means were calculated for each variable and several ANOVA tests and cross-tabulations conducted in order to stress destination image's specificity in terms of cultural background. Research findings revealed significant differences between the groups regarding their perception of Berlin. Arab-Islamic youths had a more negative stance towards Berlin than their counterparts. Not only did divergences occur between the groups, but also within the groups. Thus, destination image is culture-specific and may also vary across countries sharing similar cultural backgrounds. Overall, despite the effects of globalisation, cultural market segmentation still remains a vital element for a tourist place such as Berlin where the image management is concerned. The research project provides recommendations for Berlin congruent with the outcomes and concludes with the provision of recommendations for further research." (author's abstract).
Erfasst von	GESIS - Leibniz-Institut für Sozialwissenschaften, Mannheim
Update	2010/2