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.

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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.

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ID Code: 6344
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Short breaks, top of mind awareness, decision sets, destination marketing organisations
ISSN: 1035-4662
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 00:00
Last Modified: 05 Jan 2011 13:29

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