Reflections on Destination Positioning Analyses and Identifying Competitors

Abstract

This chapter enhances insights into destination image and competitor assessments by extending the research framework of perception-based market segmentation by two perspectives: allowing generating individual sets of competitors and contrasting two stages of travel experience: pre- and after trip. The empirical study is based on two samples of leisure travelers: a mix of international travelers who just finished their trip to Thailand and a group of European travelers interested in visiting Thailand. Against conventional assumptions though supporting more recent findings on destination decision making the majority of travelers did not identify any direct competitor.

Citation

Zins, A.H. (2014), "Reflections on Destination Positioning Analyses and Identifying Competitors", Tourists’ Perceptions and Assessments (Advances in Culture, Tourism and Hospitality Research, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 157-165. https://doi.org/10.1108/S1871-317320140000008010