Perception of Argentina's expertise 2019

Luxury goods and services were perceived as the category on which Argentina was more expert at, according to the results of a survey conducted to find out people's perceptions about a country's brand in 2019. Nearly six out of ten respondents chose luxury when asked about the South American country's expertise. Financial services were chosen as an important area of expertise for Argentina by 43 percent of respondents that same year. In 2018, Buenos Aires was considered a luxury travel destination, according to a survey carried out among travel operators .

Perception of the expertise of Argentina as country in 2019, by category

Characteristic	Share of respondents
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Release date

June 2020

More information

Region

Argentina

Survey time period

Q1 and Q2, 2019

Number of respondents

2,000 respondents*

Age group

21-65

Method of interview

Questionnaire

Supplementary notes

* 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 7 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 perceive a country's brand based on a Hierarchical Decision Model (HDM) that considers 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.

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