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Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis

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  • Pike, Steven

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.

Suggested Citation

  • Pike, Steven, 2012. "Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis," Tourism Management, Elsevier, vol. 33(1), pages 100-107.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:1:p:100-107
    DOI: 10.1016/j.tourman.2011.02.008
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    Cited by:

    1. Heinrich Anne & Schafmeister Sarah K. & Voigt Sebastian E., 2015. "Leipzig - Hipper als Berlin?: Eine Repertory-Grid-Studie zur Charakterisierung der „hippen Stadt“ aus Sicht von Studierenden," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 7(2), pages 169-186, November.
    2. William Quezado de F. Cavalcante & Arnaldo Coelho & Cristela Maia Bairrada, 2021. "Sustainability and Tourism Marketing: A Bibliometric Analysis of Publications between 1997 and 2020 Using VOSviewer Software," Sustainability, MDPI, vol. 13(9), pages 1-21, April.
    3. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "Can Google Trends data provide information on consumer’s perception regarding hotel brands?," Information Technology & Tourism, Springer, vol. 24(1), pages 57-83, March.
    4. Same Siiri & Solarte-Vasquez Maria Claudia, 2014. "Country Branding and Country Image: Insights, Challenges and Prospects. The Case of Estonia," TalTech Journal of European Studies, Sciendo, vol. 4(1), pages 137-165, June.
    5. Fangxuan (Sam) Li, 2020. "Chinese Tourists’ Barriers to Sharing Travel Photos in WeChat," Sustainability, MDPI, vol. 12(3), pages 1-13, January.
    6. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    7. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    8. Kim, Bona & Kim, Seongseop Sam & King, Brian, 2016. "The sacred and the profane: Identifying pilgrim traveler value orientations using means-end theory," Tourism Management, Elsevier, vol. 56(C), pages 142-155.
    9. Trinh, Thu Thi & Ryan, Chris & Cave, Jenny, 2014. "Souvenir sellers and perceptions of authenticity – The retailers of Hội An, Vietnam," Tourism Management, Elsevier, vol. 45(C), pages 275-283.
    10. Sun, Minghui & Zhang, Xiaoyu & Ryan, Chris, 2015. "Perceiving tourist destination landscapes through Chinese eyes: The case of South Island, New Zealand," Tourism Management, Elsevier, vol. 46(C), pages 582-595.

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