-A market analysis tool used to enhance the attractiveness of a destination. -This information is usually gathered in a focus group setting. -Positioning is the natural follow through from market segmentation and visitor profiling. -Once you generally know who is attracted to your product you need to know why in order to enhance your product’s position in the market. -Product positioning focuses on: -->Visitor perception through image and reputation -->Visitor perception when compared to competitors -->Visitor perception of the USP -->Visitor perception of images used