Attitudes About a Resort Area: A Comparison of Tourists and Local Retailers

Attitudes about a resort area were compared for a sample of tourists and a sample of local retailers. Retailers evaluated their resort area significantly more favorably than did the tourists. Segment profiles of tourists were developed from the responses of tourists and compared with retailer's perceptions of tourist segments. The results indicate that retailer residents of the resort area and tourists have different perspectives of what tourists seek in a vacation destination.