Tourism community views on destination positioning: a case study

Abstract

Research efforts, relating to the positioning of tourism destination, have centred upon understanding the attributes related to the destination under study. This has assisted us to understand how a destination may be preferred to competing destinations on the basis of one or more preferred attributes. To date research efforts have been tourist centric. A single case study method was employed to investigate how the tourism community views the positioning of their destination. Results indicated that tourism community buys-in to the destination positioning enabling a cohesive message to be communicated to targeted tourists. Using an alternate research method this paper extends our understanding identifying an alternate method that can be used to identify the criteria that are important to tourists.