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Destination competitiveness through the lens of brand positioning : the case of Australia’s Sunshine Coast

Pike, Steven D. & Mason, Russell (2010) Destination competitiveness through the lens of brand positioning : the case of Australia’s Sunshine Coast. Current Issues in Tourism.

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Abstract

The purpose of the paper is to provide a collaborative practitioner/academic interpretation of a destination’s competitiveness through the lens of brand positioning in the domestic short break drive market. A 173 item questionnaire, which was mailed to a systematic random sample of 3000 households in the target market, attracted a 17% useable response. The paper compares how one destination, the Sunshine Coast, is positioned in its most important market, in relation to the brand identity intended by the destination marketing organisation (DMO). Key constructs were brand salience, brand associations and brand resonance. The Sunshine Coast was found to hold a leadership position in the minds of consumers, and the results indicated a strong level of congruence between actual market perceptions and the brand identity intended by the DMO. There were strong associations between brand salience, brand associations and brand resonance. The findings provided the destination of interest with both a measure of past marketing effectiveness as well as positive indicators of future performance. The paper represents collaboration between a tourism practitioner and a tourism academic, and attempts a contribution to the emerging literature on destination competitiveness through the lens of positioning theory.

Impact and interest:

1 citations in Scopus
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1 citations in Web of Science®

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ID Code: 39683
Item Type: Journal Article
DOI: 10.1080/13683501003797523
ISSN: 1368-3500
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Management (150603)
Divisions: Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 Routledge
Deposited On: 27 Jan 2011 08:07
Last Modified: 01 Mar 2012 00:29

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