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Purpose and Research Approach This research explores how travelers talk about and process destination reputation issues during the consideration phase of leisure travel planning. Rather than measuring precise levels of impact or predicting behavior at scale, the study is designed to surface how travelers describe their concerns, reactions and decision making when encountering common reputation related issues. Through structured conversations with travelers in the United States and Canada, along with targeted advertising testing, the research identifies recurring themes in how travelers interpret issues such as safety, severe weather, politics, social issues and related narratives. Given the qualitative nature, the findings should be understood as directional, offering insight into how travelers tend to think about these issues rather than definitive conclusions. This summary highlights the most consistent patterns that emerged across traveler conversations. It is intended to help destination professionals better understand how reputation issues may enter the consideration process and how messaging and information can either reinforce or help contextualize traveler concerns.
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2 | DESTINATION REPUTATION & SENTIMENT STUDY
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