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June 2020
Colombia
Q1 and Q2 2019
2,000 respondents*
21-65 years
Online interview
* Global sample distributed as follows:
North America: 25%
Latin America: 29%
Europe: 20%
Middle East and Africa: 12%
Far East: 14%
To participate in the survey, respondents had to be "aware of and familiar with at least seven countries covered" and had to "have traveled internationally at least once in the last year, mix of business and/or leisure".
Interviewees were asked how they perceived a country's brand based on a Hierarchical Decision Model (HDM) including seven key variables: awareness, familiarity, associations, preference, consideration, visit, and recommendation. The six dimensions measured for each country were: Value systems, Made In, Tourism, Heritage & Culture, Quality of Life, and Business Potential.
