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This article examines how incentive travel is conceptualized, planned, and organized in three major markets -Australia, China, and the US. The findings suggest that planners across the three markets share similar perceptions on what characterizes incentive trips but differ slightly in the planning and operatinoal phase pertinent to varying customer characteristics and requirements. This exploratory study provides a basis for future research in the area of incentive travel and useful information for incentive travel planners.
