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Promoting America: How Do College-Age Millennial Travelers Perceive Terms for Branding the USA?
Abstract
The purpose of this study is to illustrate how college student perspectives with regard to promoting the United States as an international tourism destination can be fruitful for destination communication managers. This chapter presents the results of a survey of 691 foreign and domestic college students and identifies categories of terms to describe America that these students reported. The term categories are also examined to see if the respondents' year in school, gender or foreign/domestic student status impacts their identification of terms. The findings offer suggestions for campaign themes that support or run contrary to images currently held by the respondents.
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