This Paper focuses on the importance of strategic positioning of destinations and its stakeholders in a globalised competitive environment. The theoretical background is based on the research on destinations and destination management, strategic marketing, strategy development and positioning strategies and positioning models. A new theoretic framework from a RBV was developed to identify the most important elements of the successful positioning of destinations and its organizations from a stakeholder perspective. An empirical study was applied to all stakeholders who form a destination by the example of three very successful positioned destinations in the Austrian Alps. The theoretical model was tested by the application of frequency distribution and multiple linear regression analysis. Most of the points were confirmed but also a few rejected which asks for further research. However, the applied model gives a great insight in how stakeholders can successful and sustainable position their organizations and the destination as a whole. It further can be used as a tool to find an efficient positioning strategy for young entrepreneurs or gives helpful advice for stagnating or decreasing businesses to formulate a new positioning strategy or aim for a relaunch.
Inhaltsverzeichnis (Table of Contents)
- Destination and Destination Management Organisations (DMO)
- Strategic Marketing
- Strategy Development
- Positioning Strategies, Positioning Models
- Model for successful Positioning of Destinations from a Stakeholder Perspective
- Empirical Study
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the crucial role of strategic positioning of destinations and their stakeholders in a competitive globalized environment. It aims to develop a theoretical framework based on resource-based view (RBV) to identify key elements for successful destination positioning from a stakeholder perspective. The framework is then tested empirically using data from three successful destinations in the Austrian Alps.
- Strategic positioning of destinations
- Stakeholder perspective in destination management
- Resource-based view (RBV) in tourism
- Destination competitiveness and sustainability
- Empirical analysis of destination positioning
Zusammenfassung der Kapitel (Chapter Summaries)
- Destination and Destination Management Organisations (DMO): This chapter defines destinations as competitive business units, highlighting the importance of coordination and cooperation among stakeholders for achieving sustainable success. It introduces the concept of destination management organizations (DMOs) as key players in coordinating stakeholders and promoting destinations.
- Strategic Marketing: This chapter discusses the two main approaches to strategic marketing: market-based view (MBV) and resource-based view (RBV). It argues that resource-oriented marketing, combining customer needs with organizational competencies, is the most suitable approach for sustainable destination marketing.
- Strategy Development: This chapter outlines the key elements of strategy development for destinations, including market analysis, destination product analysis, resource analysis, portfolio analysis, and segmentation. It also discusses various tools and frameworks for analyzing the market and destination resources.
- Positioning Strategies, Positioning Models: This chapter emphasizes the importance of strong and sustainable positioning strategies for destinations. It introduces the Destination Competitiveness & Sustainability Model and the Destination Competitiveness Model as foundations for the Model of Positioning of Destinations from a Stakeholder Perspective.
- Model for successful Positioning of Destinations from a Stakeholder Perspective: This chapter presents the newly developed framework based on existing models and theoretical knowledge. The model consists of six categories: Location Factors, Core Resources & Attractions, Supporting Factors & Resources, Demand Factors, Destination Management, and Positioning.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this paper include destination positioning, stakeholder perspective, resource-based view (RBV), destination competitiveness, sustainability, destination management, tourism industry, Austrian Alps, empirical study, multiple linear regression analysis.
- Citar trabajo
- Mag. Tamara Mayerhofer (Autor), 2010, Positioning of Destinations, Múnich, GRIN Verlag, https://www.grin.com/document/150789
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