The purpose of the focus group sessions was to identify significant perceptions about Spain from Los Angeles residents who traveled to Spain and other foreign destinations. In particular, the discussions focused on the image of Spain as a vacation destination, their experiences there, motivation to travel to Spain, and exposure to promotion in the Los Angeles area. The methodology used was to start each discussion by introducing broad issues of vacation travel, traveling to foreign destinations, and incrementally narrow down to a full discussion about Spain as a vacation destination.
Spain; U.S. tourism to Spain
Government of Spain Tourist Office, Madrid
The Dick Pope Sr. Institute for Tourism Studies
Rosen College of Hospitality Management
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Number of Pages
Milman, Ady, "Spain as a Vacation Destination: Perceptions of United States Residents" (1990). Dick Pope Sr. Institute Publications. 66.