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This study compares U.S. international pleasure travelers’ images of four Mediterranean destinations—Turkey, Egypt, Greece, and Italy—for both visitors and nonvisitors. The image construct was conceptualized as having three components: cognitive, affective, and overall image. MANOVA analysis indicated that significant differences exist in all image components between the four destination countries. The findings revealed strengths and weaknesses of the four competing destinations and implications for positioning in the U.S. international pleasure market as well as product development and promotion strategy for the destinations.

Using a factor-cluster market segmentation approach, this study attempted to delineate the motivations of Japanese travelers who travel abroad for pleasure. Based on six delineated push motivation factors, cluster analysis was employed to identify similar respondents based on their motivations. The findings show that there are three distinct groups: sports seekers, novelty seekers, and family/relaxation seekers. Age and education variables were shown to be statistically significant among the three groups. The article concludes with market ing implications of the study results and suggestions for future research.

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