PRE-TRIP PERCEPTIONS ABOUT SPAIN: Respondents agreed that: Spaniards are warm, cordial, and charming; that Spain is a warm destination; that Spain has a large variety of quality arts and crafts for sale; that the shopping in Spain is no longer a bargain; and that a visit to Spain should last between two and three weeks. Respondents disagreed that : Spaniards are dishonest people; that there is hardly any night life in Spain; that Spanish food is similar to Mexican food in the United States; that Spanish people are like Hispanic people in the United States; that Spain is a fascist country; that Spanish people are not hospitable to American tourists; that Spain is not psychologically associated with Europe; that Spain does not have a highly visible tourist landmark like other European countries have; that airfare to Spain is very expensive compared to other European destinations; that it is difficult to communicate in English in Spain; or that Spain is an inexpensive destination. POST TRIP PERCEPTIONS: Respondents' perception of Spain as a vacation destination changed significantly in eleven dimensions. Following their visit to Spain, respondents thought that: 1. Spain was a more expensive destination than they had thought previously. 2. There is less petty crime in Spain. 3. Spanish food was less similar to Mexican food than they had thought previously. 4. A visit to Spain should last between two and three weeks. 5. Shopping in Spain was no longer a bargain. 6. The roads in Spain were better than they had thought. 7. Spanish people and the U.S. Hispanic residents were different from each other. 8. There is more night life in Spain than they had expected. 9. Spaniards were not as warm, cordial, and charming as they had thought before going to Spain. 10. It was more difficult to communicate in English throughout Spain than they had thought before going to Spain. 11. Spaniards were more honest that they had thought before going to Spain. FULFILLMENT OF EXPECTATIONS AND SATISFACTION: The majority of the respondents had their expectations of Spain met or surpassed. Less than fourteen percent were slightly disappointed or disappointed. LIKELIHOOD TO REVISIT SPAIN: The majority of the respondents (about 60%) indicated that it was unlikely or somewhat unlikely that they would revisit Spain within the next three years.
Secretaria General De Tourismo
The Dick Pope Sr. Institute for Tourism Studies
Rosen College of Hospitality Management
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Number of Pages
Milman, Ady, "United States Travelers to Spain: Perceptions of Spain as a Vacation Destination by First Time Travelers" (1988). Dick Pope Sr. Institute Publications. 30.