In a hypothetical
scenario, if money is no object, Americans favorite destination
would be ... America.
Thats what the
Global Market Institute of Seattle discovered in its latest Nation
Brand Index study, conducted with Simon Anholt, an author of
several books on how countries are perceived as brands.
The study surveyed
1,000 Americans, whose opinions were broken out separately from a
larger study of more than 25,000 online consumers in 35
asked to rate their interest in visiting 35 countries. Australia
ranked second in the survey; South Korea was deemed the least
desired global destination by Americans.
Subjects were asked
to rate each country on a seven-point scale, with seven being
strongly most likely to go and one representing the least
The results were
then combined using a formula to determine a mean value for
The report also
asked respondents to rate countries in other ways, including by
various provided descriptors. Italy, for example, was most
romantic; Australia was most exciting; Canada was described as
The survey asked
what destinations people preferred, but not why they preferred
In a statement,
Anholt said the findings corroborated data from the Travel Industry
Association that said domestic travel is enjoying slow, steady
growth, and he suggested that economics, perceived high prices,
lack of time and terrorism still tainting the air were among the
reasons why people might want to stay close to home.
There is lots of
discussion about the apparent growth in domestic travel, such as
high fuel prices, fear of terrorism, etc., said Kate Brooks, a
spokeswoman for GMI.
Were hinting at the
reasons, but we collect the data by asking pertinent questions. Its
not our place to offer reasons.