Factors influencing repositioning of a tourism destination

Tkaczynski, Aaron and Hastings, Kathy and Beaumont, Narelle (2006) Factors influencing repositioning of a tourism destination. In: ANZMAC 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006, Brisbane, Australia.

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[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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:49
Last Modified: 02 Jul 2013 22:39
Uncontrolled Keywords: repositioning, tourism destination, market segmentation, positioning, perceptions, expectations, satisfaction, loyalty
Fields of Research : 16 Studies in Human Society > 1605 Policy and Administration > 160513 Tourism Policy
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150604 Tourism Marketing
URI: http://eprints.usq.edu.au/id/eprint/1668

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