Tourism community views on destination positioning: a case study

Tkaczynski, Aaron and Rundle-Thiele, Sharyn R. and Beaumont, Narelle (2008) Tourism community views on destination positioning: a case study. In: CAUTHE 2008: Where the Bloody Hell Are We?, 11-14 Feb 2008, Gold Coast, Australia.

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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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited with blanket permission of CAUTHE.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 18 Feb 2008 05:33
Last Modified: 02 Jul 2013 22:58
Uncontrolled Keywords: positioning, case study, tourism, destination
Fields of Research : 15 Commerce, Management, Tourism and Services > 1506 Tourism > 150604 Tourism Marketing

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