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Study on the Positioning of Overseas Destinations by Chinese Outbound Tourists
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The objective of this study is to explore the competitiveness of overseas destination countries potential for Mainland Chinese overseas tourists and position these destination countries. According to the analysis of importance of destination attributes,Mainland Chinese respondents consider “safety” and “beautiful scenery” to be the most important attributes. On the basis of the KYST analysis,Mainland Chinese respondents perceive that country pairs,between Singapore and Thailand,Japan and South Korea,Egypt and Germany show the similar image. Results of the ALSCAL analysis provide corresponding information on the relationship of competing countries in destination attributes. The findings show the competitiveness of destination countries and suggest strategies for destination markets to attract more Mainland Chinese tourists.

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