Factors influencing repositioning of a tourism destination

Abstract

[Abstract]: This paper investigates what factors influence the repositioning of a tourist destination. Through the development of a conceptual framework this research has identified that repositioning is influenced by two main areas; firstly the current marketing strategy of the destination including market segmentation and positioning; and secondly the tourist in terms of their perceptions and expectations together with the experience obtained (positive and negative) which influences their level of satisfaction and loyalty. Analysing these two key decision areas allows a decision on repositioning to be made. This framework is the first step in a research project that will be conducted to explore the process of successfully repositioning a tourism destination.