| Characteristic | Share of respondents |
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| - | - |
| - | - |
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October 2017
Central and South America, Panama
2017
2,500 respondents
21-65
frequent travellers for business and pleasure from 15 countries
Questionnaire
The countries surveyed include: Australia, China, France, Germany, India, Italy, Japan, Russia, South Africa, South Korea, Spain, Turkey, United Arab Emirates, United Kingdom and United States.
Interviewees were asked how they perceive a country's brand based on a Hierarchical Decision Model (HDM) that considers seven key variables: awareness, familiarity, associations, preference, consideration, visitation and advocacy. The six dimensions measured for each country were: Value systems, Made In, Tourism, Culture and Patrimony, Living Quality and Business Competence.
