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Destination personality is helpful in building firm destination brands and creating a unique identity. According to the self-congruity theory, it is fundamental to use the target personality as a practical symbol for building strong brands (Lubbe, 2003). It further elaborates that a high match between brand and consumers personality can yield a more promising attitudes towards the brand. The emergence of the internet has tremendously helped in meeting the information need of both actual and potential customers. This is so due to its unique features such as worldwide accessibility, low cost, and increased marketing opportunities. However, it has also altered the way of destination as a product created marketed, maintained and delivered to its customers.
According to Lube (2003), destination positioning is the process of establishing and maintaining a distinctive place in the market for an individual or organization product offering. In order to develop a positioning strategy, there are quite a number of procedure which an organization must follow. These includes internal analysis, market analysis, and competitor analysis. A lot of debates have been there concerning the issue of destination positioning. Therefore, it is important for service managers to identify how what their concepts are, how they should satisfy the wants of the customers in different markets amongst others. The success of global competition in the tourism industry depends on the factor conditions and the drivers of competitiveness. An econometric model is very helpful in the estimation of the destination competitiveness empirical index at a micro rank (Donald & Gammack, 2007). The survey points majorly on the measure of tourist demand for each destination and identification of the factors that drive the transformation on the demand schedule in
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Increased professionalism is also a factor which has given rise to tourism. Critical external factors such as economic crises, environmental issues have a significant impact on the destinations and on supply and demand are also said to be the key factors which has helped in the development of the tourism industry.
Destination management constitutes generation of marketing information pertaining to demand and supply chain functions in regards to specific tourism related areas. Large amount of technical data retrieved from such process helps the management body of the tourism organisations whether operating in the regional, local and national level to help formulate effective plans and policies.
Therefore, it needs to be given optimum priority while planning for the marketing strategies. Furthermore, positioning is an art and a science that provide key to win the customers’ loyalty and retain their confidence. Usually, products are positioned based on the needs and the wants they often fulfill, or on the benefits they provide to the respective customers.
2; Lubbe, 2003, p.2). Eminent scholars and experts have defined tourism as a collection of industries, services and activities that delivers an overall travel experience including accommodations, transportations, fooding and lodging, and other associated hospitality services (PRM, n.d).
A tourist destination can only promote products that are its disposal at the time, as such, destination development a dynamic and fluid process of coordination and development of the available attractions as well as the introduction of new ones. Inclusion of restriction to tourism activities in cases when they seem to be having a negative environment on the social cultural and/or ecological stability of the host region is also a central part of destination development.
London is regarded as the biggest city in the continent of Europe. It is the capital city of England and was historically founded by Romans almost 2000 years ago. The city is located on the bank of the famous river Themes. Today, the city is often viewed to be one of the prominent cities in the world and one of the most visited destinations throughout the globe.
The city has a history that dates back to the 753 BC. Rome has to offer a lot of places of interest to the tourists and a host of activities that the visitors can undertake during their trip to the city. Emergence of Destination Development Tourism in any country contributes to the GDP and acts as a major tool for economic growth and development.
ed on the basis of their needs which are to be potentially met by the company, the process is known as market segmentation which is undertaken with due consideration of a number of dependent as well as independent variables (OUP). Products cannot be customized according to
BENEFIT: A rich and satisfying experience of having incredible glass beads, fashion jewelery stones, and machine cut chatons that provide a high level of customer satisfaction and pleasure for the customers.
BRAND PERSONALITY: Premium quality, contemporary and
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