Abstract
Ethnic minority groups are usually seen as part of the tourism product rather than as purchasers of holidays for themselves. Consequently, little is known about the number and type of holidays taken by this growing segment of the U.K. population. This study considers the attitudes of an ethnic minority to mass-market holidays in the light of the ethnicity and marginality hypotheses, as well as notions of acculturation and ethnic identity. A survey of Bradford (U.K.) citizens of Asian origin revealed that the frequency of holiday taking and the holiday preferences of this group were not substantially different from the British population as a whole. The main finding of the study was that the promotional methods and selling techniques of travel businesses such as major tour operators and chains of travel agents were perceived as negative toward this ethnic group.
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