Cross-Cultural Destination Image Assessment:Cultural segmentation versus the global tourist; Abstract; Acknowledgements; Table of Contents; List of Tables; List of Figures; List of Appendices; List of Abbreviations; Chapter One: Introduction; 1.1 Introduction; 1.2 Rationale; 1.3 Aims and Objectives; 1.4 Definition of terms; 1.4.1 Who is meant by ''Protestant European''?; 1.4.2 Who is meant by ''Arab-Islamic''?; 1.4.3 The youth market; 1.4.4 Culture; 1.5 Chapter overview; Chapter Two: Berlin as a touristdestination; 2.1 Introduction; 2.2 Berlin's tourism industry - facts and figures

2.3 Contemporary Berlin as a tourist destination2.4 Examination of previous image studies on Germany; 2.5 Examination of previous image studies on Berlin; 2.6 Summary; Chapter Three: Literature Review IDestination Image; 3.1 Introduction; 3.2 Defining destination image; 3.2.1 Destination image's complexity; 3.3 Destination image formation in the pre-visitation stage; 3.4 Factors influencing the formation of pre-visitation destination image; 3.5 Cultural factors influencing destination image formation; 3.6 Summary

Chapter Four: Literature Review II Globalisation: Its effects on consumer behaviour. Comparing Arab-Islamicand Protestant European Culture.4.1 Introduction; 4.2 The influence of globalisation on consumer behaviour; 4.3 Analysis: Arab-Islamic and Protestant European cultures; 4.4 Arab-Islamic and Protestant European youth cultures; 4.5 Summary; 4.6 Literature review: conclusions and research gap; Chapter Five: Methodology; 5.1 Introduction; 5.2 Research philosophy; 5.2.1 Applied research; 5.2.2 Deductive research; 5.2.3 Positivism, interpretivism and realism; 5.3 Primary research

5.4 Quantitative and qualitative data analysis5.5 Survey sample; 5.6 Questionnaire design; 5.7 Pilot questionnaire; 5.8 Data analysis; 5.9 Research limitations; 5.10 Summary; Chapter Six: Data analysis andfindings; 6.1 Introduction; 6.2 Respondents' profile; 6.2.1 Demographic characteristics: Protestant European survey participants; 6.2.2 Demographic characteristics: Arab-Islamic survey participants; 6.2.3 Demographic characteristics of focus group interviewees and otherqualitative data collection methods; 6.3 What comes first to your mind, when you think about Berlin?

6.4 Question 4: Functional attributes of Berlin & the level of agreement6.5 Question 5: Psychological attributes of Berlin & the level of agreement; 6.6 Question 6: Functional holistic picture of Berlin; 6.7 Question 7: Psychological holistic picture of Berlin; 6.9 Summary; 6.8 How do you rate your overall image of Berlin as a tourist destination?; Chapter Seven: Conclusion andrecommendations; 7.1 Introduction; 7.2 Discussions and conclusions; 7.3 Recommendations for further research; 7.4 Summary; Bibliography; Appendices