International tourism can provide third world countries with much needed foreign exchange and increased employment opportunities. Too many countries, however, have concentrated their efforts on the economic aspects of tourism at the expense of developing marketing programs to attract the Western traveler. This study focuses on the case of India to determine what factors attract Western travelers and what repels them. We conclude that, like India, other third world countries must promote their positive attributes as perceived by prospective tourists, while also working to overcome their negative image among prospective travelers abroad. Only in this way can they increase the flow of Western tourists to their countries.

Owing to its size, affluence, and spending habits, the 18 to 35 age group is a viable segment for packaged tours marketing. This study examines the travel preferences of the youth segment and compares these preferences to representative tour offerings targeted to the 18 to 35 age group. The authors conclude that the current emphasis on the activities component in a tour package for the youth segment is misplaced; potential travelers in this age group place a higher value on free time, flexibility, exposure to the local culture, and the opportunity to visit scenic attractions.