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TABLE OF CONTENTS<br />
I INTRODUCTION ..........................................................................................1<br />
Study Objectives...........................................................................................1<br />
Research Approach ......................................................................................1<br />
II TRAVEL EXPERIENCE, INTEREST, AND INTENTIONS ............................3<br />
Travel Experience.........................................................................................3<br />
Interest in Visiting Armenia ...........................................................................5<br />
Time Horizon for Visiting Armenia ................................................................5<br />
Target Travelers for Armenia ........................................................................6<br />
III PROFILE OF ARMENIAN-AMERICANS ......................................................7<br />
Travel Characteristics .................................................................................11<br />
Trip Length...........................................................................................11<br />
Lodging ................................................................................................11<br />
Seasonality ..........................................................................................12<br />
IV ATTITUDES AND TRAVEL INTERESTS ...................................................14<br />
Motivations..................................................................................................14<br />
Attitudes Toward Armenia...........................................................................14<br />
Characteristics of Armenia as a Travel Destination .............................16<br />
Other Characteristics of Armenia.........................................................18<br />
Travel Interests ...........................................................................................20<br />
Barriers to Visitation....................................................................................21<br />
V TRAVEL INFORMATION AND PLANNING ................................................22<br />
Planning Lead Time....................................................................................22<br />
Making Travel Arrangements......................................................................23<br />
Influencing Factors......................................................................................23<br />
Media ..........................................................................................................24<br />
Newspapers.........................................................................................25<br />
Magazines ...........................................................................................26<br />
Radio ...................................................................................................27<br />
Television.............................................................................................27<br />
ii
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