ToMA as a Measure of Competitive Advantage for Short Break Holiday Destinations
Pike, Steven D. (2002) ToMA as a Measure of Competitive Advantage for Short Break Holiday Destinations. Journal of Tourism Studies, 13(1), pp. 9-19.
One of the greatest challenges for destination marketers is positioning their multi-dimensional product in a crowded, heterogeneous and dynamic market place. Individual consumers will ultimately define the actual competitive position held by a destination. Since top of mind awareness (ToMA) has been associated with purchase preference, effective positioning that achieves ToMA may represent a source of competitive advantage for holiday destinations. This paper presents the results of an exploration of ToMA and purchase preference within the context of domestic short break holidays in New Zealand. The study found, for the sample in general (n = 763), there was little difference in the intent to visit five leading destinations for a short break. However, the likelihood of such a visit was significantly stronger for those respondents who identified that destination as their ToMA choice. Such information provides destination marketers with valuable benchmarks for tracking promotional effectiveness and therefore a measure of accountability for stakeholders.
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Journal Article|
|Keywords:||Short breaks, top of mind awareness, decision sets, destination marketing organisations|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2007 Tourism Program, School of Business, James Cook University|
|Copyright Statement:||Reproduced in accordance with the copyright policy of the publisher.|
|Deposited On:||06 Mar 2007|
|Last Modified:||05 Jan 2011 23:29|
Repository Staff Only: item control page