Factors influencing repositioning of a tourism destination
Paper
Paper/Presentation Title | Factors influencing repositioning of a tourism destination |
---|---|
Presentation Type | Paper |
Authors | Tkaczynski, Aaron (Author), Hastings, Kathy (Author) and Beaumont, Narelle (Author) |
Editors | Ali, Yunus and van Dessel, Maria |
Journal or Proceedings Title | Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference (ANZMAC 2006) |
Number of Pages | 10 |
Year | 2006 |
Place of Publication | Brisbane, Australia |
ISBN | 1741071593 |
Web Address (URL) of Paper | http://www.anzmac2006.qut.com/ |
Conference/Event | ANZMAC 2006: Advancing Theory, Maintaining Relevance |
Event Details | ANZMAC 2006: Advancing Theory, Maintaining Relevance Parent ANZMAC Conference Event Date 04 to end of 06 Dec 2006 Event Location Brisbane Australia |
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. |
Keywords | repositioning, tourism destination, market segmentation, positioning, perceptions, expectations, satisfaction, loyalty |
ANZSRC Field of Research 2020 | 440713. Tourism policy |
350804. Tourism marketing | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9xyy6/factors-influencing-repositioning-of-a-tourism-destination
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