Various scholars consider destination image - a vital part in tourism marketing- as the key in
attracting tourists. It is often regarded as the most important element in a destination s
management and may induce success or failure. Within this research project destination image
is being assessed in cross-cultural terms. It scrutinises the extent to which destination image
is culture specific. In other words does a destination s image vary across people from
different cultural backgrounds? This question evolves and is vindicated in an era that is
subjected to globalisation and increasingly refers to the global tourist. Many academics are
convinced that the world tourism market may be treated as a homogenous one due to
globalisation. However the literature also provides some opposing bearings and discusses them.
Hence the author of this book intended to investigate this issue in more depth in order to
find a probable answer to the contradicting sources by conducting an exploratory study of
Arab-Islamic and Protestant European youth s pre-visitation image on Berlin. In response to the
objectives of this study primary research was carried out. It involved both quantitative and
qualitative data collection methods. Field and online surveys enabled the researcher to collect
239 completed questionnaires. Besides semi-structured interviews and focus group discussions
were carried out. Obtained data was entered into SPSS and frequencies and means were calculated
and several ANOVA tests and cross-tabulations conducted in order to stress destination image s
specificity in terms of cultural background. This book further gives information on Berlin as a
tourist destination addresses destination image concerning influential cultural factors and
the implications of globalisati on on consumer behaviour. Finally it studies the Arab-Islamic
and Protestant European youth cultures in the light of globalisation and potential modifying
effects. It also provides recommendations for further research. This study is of interest for
destination marketers especially those interested in Arabic tourists students specialising on
tourism culture or globalisation and may provide bachelor and master students with hints and
tips on how to approach a research project.
