[PDF] Positioning Of Destinations eBook

Author : Tamara Mayerhofer
Publisher : GRIN Verlag
Page : 33 pages
File Size : 40,4 MB
Release : 2010-05
Category : Business & Economics
ISBN : 3640618920

GET BOOK

Scientific Essay from the year 2010 in the subject Tourism, University of Innsbruck (Tourism & Service Industry), language: English, abstract: This Paper focuses on the importance of strategic positioning of destinations and its stakeholders in a globalised competitive environment. The theoretical background is based on the research on destinations and destination management, strategic marketing, strategy development and positioning strategies and positioning models. A new theoretic framework from a RBV was developed to identify the most important elements of the successful positioning of destinations and its organizations from a stakeholder perspective. An empirical study was applied to all stakeholders who form a destination by the example of three very successful positioned destinations in the Austrian Alps. The theoretical model was tested by the application of frequency distribution and multiple linear regression analysis. Most of the points were confirmed but also a few rejected which asks for further research. However, the applied model gives a great insight in how stakeholders can successful and sustainable position their organizations and the destination as a whole. It further can be used as a tool to find an efficient positioning strategy for young entrepreneurs or gives helpful advice for stagnating or decreasing businesses to formulate a new positioning strategy or aim for a relaunch.

Author : Hashim, Rahmat
Publisher : IGI Global
Page : 332 pages
File Size : 30,68 MB
Release : 2019-01-18
Category : Business & Economics
ISBN : 1522572546

GET BOOK

Market positioning and branding has evolved from a peripheral process in the marketing effort to a critical process in any strategic planning initiative. Effective positioning will result in a strong brand that develops an emotional and productive two-way relationship. Positioning and Branding Tourism Destinations for Global Competitiveness focuses on utilizing destination branding and content marketing for sustainable growth and competitive advantage within the tourism and hospitality industry, including tools and techniques for travel branding and best practices for better tourism management strategies. Featuring coverage on a broad range of topics such as hospitality, brand loyalty, and knowledge transfer, this book is ideally designed for industry professionals including those within the hotel, leisure, transportation, theme park, and food service sectors, policymakers, practitioners, researchers, and students.

Author : Steven Pike
Publisher : Routledge
Page : 423 pages
File Size : 41,84 MB
Release : 2012-08-06
Category : Business & Economics
ISBN : 1136002669

GET BOOK

The tourism market is fiercely competitive. No other market place has as many brands competing for attention, and yet only a handful of countries account for 75% of the world’s visitor arrivals. The other 200 or so are left to fight for a share of the remaining 25%. Therefore, destination marketers at city, state and national levels have arguably, a far more challenging role than other services or consumer goods marketers. Destination Marketing: an integrated marketing communication approach focuses on the five core tenets of integrated marketing communications. These embody both the opportunities and challenges facing Destination Marketing Organisations (DMOs), and are: 1. Profitable customer relationships; 2. Enhancing stakeholder relationships; 3. Cross-functional processes; 4. Stimulating purposeful dialogue with customers; and 5. Generating message synergy The author seeks to provide a rationale for DMOs; to develop a structure, roles and goals of DMOs; to examine the key challenges and constraints facing DMOs; to impart a destination branding process; to develop a philosophy of integrated marketing communications; to lead the emergence of visitor and stakeholder relationship management; and to set forth options for performance measurement.

Author : Allen Z. Reich
Publisher : Sports Publishing LLC
Page : 0 pages
File Size : 27,48 MB
Release : 1999
Category : International travel regulations
ISBN : 9781571672612

GET BOOK

Positioning of Tourist Destinations presents a new conceptual framework for determining a destination's ideal market position. This book will lend logic and rationality to a very subjective process. Concepts which are covered include: Linear Positioning-a quantification of a destination's and its competitors' existing market positions; and Market/Profit Position Matrix - a prescriptive model that can be used to assess the firm's current market and profit positions plus help identify the firm's ideal market and profit positions.

Author : Youcheng Wang
Publisher : CABI
Page : 370 pages
File Size : 38,58 MB
Release : 2011-03-01
Category : Electronic books
ISBN : 9781845937003

GET BOOK

This book offers a comprehensive understanding of the concept and scope of the tourism industry in general and of destination marketing and management in particular. Taking an integrated and comprehensive approach, it focuses on both the macro and micro aspects of destination marketing and management. The book consists of 27 chapters presented in seven parts with the following themes: concept, scope and structure of destination marketing and management, destination planning and policy, consumer decision-making processes, destination marketing research, destination branding and positioning, destination product development and distribution, the role of emerging technologies in destination marketing, destination stakeholder management, destination safety, disaster and crisis management, destination competitiveness and sustainability, and challenges and opportunities for destination marketing and management. -- [Source inconnue].

Author : Steven Pike
Publisher : Routledge
Page : 250 pages
File Size : 46,12 MB
Release : 2007-06-01
Category : Business & Economics
ISBN : 113641102X

GET BOOK

Travellers are now spoilt by choice of available holiday destinations. In today's crowded tourism market place, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing Organisations. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism 'practitioners' and academics. Written by a former 'practitioner', Destination Marketing Organisations bridges industry and theory by synthesising a wealth of academic literature of practical value to DMOs. Key learning outcomes are to enhance understanding of the fundamental issues relating to: The rationale for the establishment of DMOs The structure, roles, goals and functions of DMOs The key opportunities, challenges and constraints facing DMOs The complexities of marketing destinations as tourism brands The Author Dr Steven Pike (PhD) spent 17 years in the tourism industry, working in destination marketing organisations, before joining academia. He is currently a Visiting Scholar with the School of Advertising, Marketing and Public Relations at Queensland University of Technology, and Senior Lecturer in the School of Marketing and Tourism at Central Queensland University.

Author : Ishmael Mensah
Publisher : Springer Nature
Page : 315 pages
File Size : 27,84 MB
Release : 2021-11-27
Category : Business & Economics
ISBN : 3030837114

GET BOOK

While tourism is a key economic generator for many countries, emerging economies are confronted with additional challenges that those well-established destinations in North America, Australia and Europe normally don’t have to contend with. The potential for terrorism, political unrest, natural disasters, accidents – not to mention epidemics – have the potential to derail tourism in emerging economies. To mitigate these risks, emerging destinations need well-coordinated management and marketing strategies. However, most texts on tourism destination marketing reflect destinations in more advanced countries. This book acknowledges the fact that emerging tourist destinations have unique characteristics and challenges, which have implications for destination marketing. Highlighting the marketing challenges, best practices and strategies relevant to emerging economies, this book covers core topics such as image creation and branding, destination marketing during crises and pandemics, market segmentation and the travel decision making process among others. Providing up to date knowledge on an otherwise under-explored topic, this collection is ideal reading for upper-level students, researchers and policymakers.

Author : T. Moilanen
Publisher : Springer
Page : 212 pages
File Size : 31,70 MB
Release : 2008-12-14
Category : Business & Economics
ISBN : 0230584594

GET BOOK

Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Author : Nigel Morgan
Publisher : Routledge
Page : 328 pages
File Size : 15,5 MB
Release : 2007-06-07
Category : Business & Economics
ISBN : 1136411097

GET BOOK

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1214 pages
File Size : 40,42 MB
Release : 2020-03-06
Category : Business & Economics
ISBN : 1799824705

GET BOOK

The marketing of a destination necessitates strategic planning, decision making, and organization. Effective positioning will result in a strong brand that develops an emotional and productive two-way relationship. Notwithstanding, destination managers should possess relevant knowledge and understanding on traditional and contemporary marketing channels to better engage with prospective visitors. Destination Management and Marketing: Breakthroughs in Research and Practice focuses on utilizing destination branding and content marketing for sustainable growth and competitive advantage within the tourism and hospitality industry, including tools and techniques for travel branding and best practices for better tourism management strategies. Highlighting a range of topics such as service quality, sustainable tourism, and competitiveness model, this publication is an ideal reference source for government officials, travel agencies, advertisers, marketers, tour directors, hotel managers, restaurateurs, industry professionals including those within the hotel, leisure, transportation, and theme park sectors, policymakers, practitioners, academicians, researchers, and students.