Multiple Multinational Tourism Positioning Using Correspondence Analysis

Journal of Travel Research, Vol. 28, No. 2, pp. 25-32, Fall 1989

Posted: 20 Apr 2006

See all articles by Roger Calantone

Roger Calantone

Michigan State University

Anthony Di Benedetto

Temple University

David Bojanic

University of Texas at San Antonio

Abstract

Multinational tourism research involves analysis of multiple origins, multiple tourist destinations, and multiple attributes for destination selections. For example, tourist perceptions of a destination may vary across countries of origin. This can have important implications for which countries to target with tourism promotion, or which of the destination's attributes should be stressed in the promotion. Correspondence analysis is a technique which can handle problems of this complexity where other multiattribute analytical methods cannot. This technique is applied to empirical tourist perception data on Singapore and other Pacific Rim countries. A discussion of how the Singapore Tourist Promotion Board can use the resulting output to improve Singapore's positioning in the tourism market is presented.

Suggested Citation

Calantone, Roger and Di Benedetto, Anthony and Bojanic, David, Multiple Multinational Tourism Positioning Using Correspondence Analysis. Journal of Travel Research, Vol. 28, No. 2, pp. 25-32, Fall 1989. Available at SSRN: https://ssrn.com/abstract=897202

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

David Bojanic

University of Texas at San Antonio ( email )

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