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The Relationship Between Preferences for and Perceptions of Vacation Destinations: Application of a Choice Model

Using the Fishbein-type choice or attitude model, this article demonstrates that preferences for (choice of) tourist destinations are largely dependent on the favorableness of perceptions of those destinations. The more favorable the perception, the greater the likelihood of choice. Data for the study were collected from American Express travel customers through a mail questionnaire. The data included preference rankings of nine tourist-attracting areas (Florida, California, Hawaii, Mexico, the Bahamas, Jamaica, Puerto Rico, the Virgin Islands, and Barbados), perceptions of these regions as tourist destinations, importance ratings of touristic benefits/attributes to respondents (e.g., facilities for golfing, tennis, and water sports), and demographic data. Marketing and methodological implications are discussed.