Tourism community views on destination positioning: a case study

Paper

Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle. 2008. "Tourism community views on destination positioning: a case study." Richardson, Scott, Fredline, Liz, Patiar, Aanoop and Ternel, Megan (ed.) 18th Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2008). Gold Coast, Australia 11 - 14 Feb 2008 Gold Coast, Australia.
Paper/Presentation Title

Tourism community views on destination positioning: a case study

Presentation TypePaper
AuthorsTkaczynski, Aaron (Author), Rundle-Thiele, Sharyn R. (Author) and Beaumont, Narelle (Author)
EditorsRichardson, Scott, Fredline, Liz, Patiar, Aanoop and Ternel, Megan
Journal or Proceedings TitleProceedings of the 18th Annual Council for Australasian University Tourism and Hospitality Education Conference (CAUTHE 2008)
Number of Pages9
Year2008
Place of PublicationGold Coast, Australia
ISBN9781921291333
Web Address (URL) of Paperhttp://www.griffith.edu.au/conference/cauthe2008/refereed-papers/RP082.pdf
Conference/Event18th Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2008)
Event Details
18th Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2008)
Parent
Annual Council for Australasian Tourism and Hospitality Education (CAUTHE) Conference
Delivery
In person
Event Date
11 to end of 14 Feb 2008
Event Location
Gold Coast, Australia
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.

Keywordspositioning, case study, tourism, destination
ANZSRC Field of Research 2020350804. Tourism marketing
Public Notes

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Byline AffiliationsSchool of Management and Marketing
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