Over 1,800 retail stores in 12 countries were assessed by a group of 60 American tourists using seven measures. Tourists had a good overall impression of, and were pleased with the low prices in, retail outlets in South Africa, England, and Taiwan. Stores in the Philippines, the PRC, and India gave a poor overall impression in spite of low prices. Venezuelan stores created a poor impression and had perceived high prices. The study suggests the importance of appropriate retail strategies by foreign retailers to capture shopping dollars spent by American tourists.
WynegarDon (1980), International Travel to and from the United States, 1981 Outlook, Washington, D.C.: Office of Management and Administration, United States Travel Service, U.S. Department of Commerce, December 4.
