Term

Product Positioning

Definition

-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

Term

Visitor perception through image and reputation

Definition

-Positioning of the destination is a reflection of the perception not necessarily the reality of a destination -Perception is created through messages & images shared, the experiences of others which contributes to the reputation of the destination -Customers perceive a destination in different ways based on their personal experience -Product positioning can help a destination understand how they are perceived by existing customers and potential visitors

Term

Relationship of the Destination to Competitors Through Differentiation

Definition

-Product positioning allows a destination to see how it compares to its competition. -Knowing this allows for a destination to use differentiation strategies to make their destination stand out.