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Book ChapterDOI

Development of Positioning Taxonomy for a Tourist Destination Ladakh, India

01 Jan 2019-pp 212-255
TL;DR: The authors developed a positioning taxonomy for a tourist destination by measuring the perception and satisfactions of consumers of the tourism product of Ladakh, India and identifying potential niche markets that could be used in the development of the destination's positioning strategy.
Abstract: Positioning strategies designed by organizations for the destinations might fail when implemented if they are designed from the organization's perspective and not from the consumers' perspective. The chapter develops a positioning taxonomy for a tourist destination by measuring the perception and satisfactions of consumers of the tourism product of Ladakh, India and identifies potential niche markets that could be used in the development of the destination's positioning strategy. Self-completion questionnaires were distributed to tourists visiting the region. Data from 468 completed questionnaires were analyzed quantitatively. Results indicate three positioning strategies for the tourist destination: adventures and sports, natural attractions, and cultural attractions. Also four possible niche markets are identified that can inform the development of the destination's positioning strategy: adventure tourism, cultural tourism, nature-based tourism, and wildlife tourism.
Citations
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01 Apr 2014
TL;DR: In this article, the authors present the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973 and address a number of themes including nomenclature and the Destination Marketing Organisation (DMO), the evolution of destination marketing literature, competitiveness as the DMO reason d'etre, and DMO effectiveness.
Abstract: This article presents the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973. Given the broad extent of the field, and the absence of any previous reviews in four decades, a key challenge is in providing a focus for such a disparate body of knowledge. The review is structured around one principal question: ‘To what extent is the Destination Marketing Organisation (DMO) responsible for the competitiveness of the destination’? In pursuit of this underlying question, we address a number of themes including nomenclature and the DMO, the evolution of the destination marketing literature, competitiveness as the DMO reason d’etre, and DMO effectiveness including issues of branding and positioning, and future research themes in the field.

432 citations

01 Jan 2011
TL;DR: In this paper, the authors report the application of two qualitative techniques used to explore the range of cognitive attributes, consequences and personal values that represent potential positioning opportunities in the context of short break holidays.
Abstract: While in many travel situations there is an almost limitless range of available destinations, travellers will usually only actively consider two to six in their decision set. One of the greatest challenges facing destination marketers is positioning their destination, against the myriad of competing places that offer similar features, into consumer decision sets. Since positioning requires a narrow focus, marketing communications must present a succinct and meaningful proposition, the selection of which is often problematic for destination marketing organisations (DMO), which deal with a diverse and often eclectic range of attributes in addition to self-interested and demanding stakeholders who have interests in different market segments. This paper reports the application of two qualitative techniques used to explore the range of cognitive attributes, consequences and personal values that represent potential positioning opportunities in the context of short break holidays. The Repertory Test is an effective technique for understanding the salient attributes used by a traveller to differentiate destinations, and Laddering Analysis enables the researcher to explore the smaller set of consequences and personal values guiding such decision making. A key finding of the research was that while individuals might vary in their repertoire of salient attributes, there was a commonality of shared consequences and values. This has important implications for DMOs, since a brand positioning theme that is based on a value will subsume multiple and diverse attributes. It is posited that such a theme will appeal to a broader range of travellers, as well as appease a greater number of destination stakeholders, than would an attribute based theme.

22 citations

Book ChapterDOI
01 Jan 2017
TL;DR: In this paper, the importance of audio and voice as key elements in building a personal brand is explored, and the authors try to discover how audio can be used to differentiate the brand from its competitors.
Abstract: In this chapter we will try to discover the importance of audio and voice as key elements in building a personal brand. Podcast, audioblogs and web tools that reference the sound will be analyzed based on their degree of influence on personal branding. By using the voice we can differentiate ourselves from our competitors, so the audio branding, or sonic branding as it is also known, shows a verbal identity of his own personality. The sound has always been known for being a great tool to convey memorable messages to consumers, in fact we are able to consume the sound since we are in the womb. Having an audio brand is one way to ensure that no other company uses a similar audio and make our brand is consistent. The radio language, consisting of voice, music, silence and the special effects are responsible for generating emotions in the receiving public. The audio conveys information, entertains consumers and in the long term, helps build a positive image that reinforces the brand values. The design of an audio brand goes beyond creating a catchy jingle or a piece of melody.

1 citations

References
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Book
12 Feb 2004
TL;DR: In this paper, the authors present a review of the literature in business research and discuss the nature of qualitative and quantitative research, and break down the quantitative/qualitative divide by combining quantitative and qualitative research.
Abstract: PART 1 1. Business research strategies 2. Research designs 3. Planning a research project and formulating research questions 4. Getting Started: reviewing the literature 5. Ethics in business research PART 2 6. The nature of quantitative research 7. Sampling 8. Structured interviewing 9. Self-completion questionnaires 10. Asking questions 11. Structured observation 12. Content analysis 13. Secondary analysis and official statistics 14. Quantitative data analysis 15. Using SPSS for Windows PART 3 16. The nature of qualitative research 17. Ethnography and participant observation 18. Interviewing in qualitative research 19. Focus groups 20. Language in qualitative research 21. Documents as sources of data 22. Qualitative data analysis 23. Computer-assisted qualitative data analysis: Using NVivo PART 4 24. Breaking down the quantitative/qualitative divide 25. Combining quantitative and qualitative research 26. Internet research methods 27. Writing up business research

10,472 citations

Journal ArticleDOI
TL;DR: In this article, an index of factorial simplicity, employing the quartimax transformational criteria of Carroll, Wrigley and Neuhaus, and Saunders, was developed.
Abstract: An index of factorial simplicity, employing the quartimax transformational criteria of Carroll, Wrigley and Neuhaus, and Saunders, is developed. This index is both for each row separately and for a factor pattern matrix as a whole. The index varies between zero and one. The problem of calibrating the index is discussed.

10,346 citations

Journal Article
TL;DR: In this paper, the authors collect, in one article, information that will allow researchers and practitioners to understand the various choices available through popular software packages, and to make decisions about "best practices" in exploratory factor analysis.
Abstract: Exploratory factor analysis (EFA) is a complex, multi-step process. The goal of this paper is to collect, in one article, information that will allow researchers and practitioners to understand the various choices available through popular software packages, and to make decisions about ”best practices” in exploratory factor analysis. In particular, this paper provides practical information on making decisions regarding (a) extraction, (b) rotation, (c) the number of factors to interpret, and (d) sample size.

7,865 citations

Journal ArticleDOI
TL;DR: Practical information on making decisions regarding (a) extraction, (b) rotation, (c) the number of factors to interpret, and (d) sample size is provided.

6,726 citations