Glusac, E. (September 20, 2017). International tourism to the U.S. declined in early 2017. The New York Times, A18. It is available through the UMGC library: http://ezproxy.umgc.edu/login?url=https://www-proquest-com.ezproxy.umgc.edu/historical- newspapers/flow-tourists-u-s-declined-first-quarter/docview/2463135719/se-2 Format of the paper Title Page State your name, class number, class name, "Case Study" and date of submission. Section 1: Introduction In one or two paragraphs, discuss briefly the problem/opportunity, current situation and critical issues of the case. This should be a high-level, brief section; assume that your reader is familiar with the case. Section 2: Analysis Answer each question in the four sub-sections. Provide support for your analysis and all your recommendations using high quality academic and business sources. Providing support from quality sources separates expert analysis from common opinion. 1) Current Attitudes and Positioning 1.1) How would you describe the current attitude of foreign tourists toward the U.S.? 1.2) Describe the cognitive, affective and behavioral components of this attitude. 1.3) How do you think the U.S. is currently positioned as a tourist destination in the minds of foreign tourists? (Please avoid an all-is-doomed perspective). Discuss your response in the context of brand positioning (Week 3 readings). 2) Attitude Change 2.1) Would you suggest changing the cognitive, affective or behavioral component? Why? (Ensure that your rationale is linked to your points in section 1.2) 2.2) What tactics, or arguments, would you use to change this attitude? 3) Motives and Conflicts 3.1) What are the motives for foreign tourists to visit the U.S? (Week 2 readings) 3.2) What, if any, motivational conflict is present in visiting the U.S.? Identify and provide your rationale (not based on opinion, but theory). 3.3) What could the U.S. National Travel and Tourism Office do to address consumers' motivation conflict about visiting the U.S.? 4) Applying theory to ad development 4.1) Design an ad for the U.S. National Travel and Tourism Office to stimulate a positive attitude towards the U.S. and attract foreign tourists. MUST include a mock-up of your proposed ad (not just a description of an ad). Need not be a fully polished, finished version of the ad, but it MUST represent your proposed creative/message strategy. Incorporate/integrate the specific attitude change techniques/approaches you mentioned in Subsection 2.3 Incorporate/integrate the specific motivational conflict techniques/approaches you mentioned in Subsection 3.3 Place the ad in the appendix section of your paper