A positioning strategy for a tourist destination, based on analysis of customer's perceptions and satisfactions

J. Gill, E.E.B. Ibrahim

Research output: Contribution to journalArticle

68 Citations (Scopus)

Abstract

The objectives of this research study were to measure the perception and satisfactions of consumers of the tourism product of Barbados, and to identify potential niche markets that could be used in the development of the destination's positioning strategy. Design/methodology/approach - Self-completion questionnaires were distributed to tourists visiting the island at the peak of the 2003 tourism season. The scales used were adapted from two authoritative sources. Data from 400 completed questionnaires were analysed quantitatively by a variety of statistical techniques, including factor analysis and multiple regression. Answers to open-ended questions were also used where necessary to explain top-of-mind attitudes to the tourism products consumed. Findings - Four possible niche markets are identified that can inform the development of the destination's repositioning strategy: recreational, sports, culture and eco-tourism. Research limitations/implications - The time frame of the study was two winter months in one year, and only actual visitors completed the questionnaire. The study did not assess their evaluation of the quality of the services provided and consumed. Practical implications/originality/value - The overall conclusions and discussion of the findings should provide a case-based framework for the practical planning and implementation of positioning strategies in the tourism context.
Original languageEnglish
Pages (from-to)172-188
Number of pages16
JournalMarketing Intelligence and Planning
Volume23
Issue number2
DOIs
Publication statusPublished - 2005

Fingerprint

Tourist destination
Positioning strategies
Questionnaire
Customer satisfaction
Customer perception
Tourism
Tourism product
Niche markets
Destination
Factor analysis
Winter
Multiple regression
Design methodology
Barbados
Ecotourism
Tourists
Planning
Evaluation

Keywords

  • barbados
  • product positioning
  • tourism management
  • customer satisfaction
  • niche marketing

Cite this

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A positioning strategy for a tourist destination, based on analysis of customer's perceptions and satisfactions. / Gill, J.; Ibrahim, E.E.B.

In: Marketing Intelligence and Planning, Vol. 23, No. 2, 2005, p. 172-188.

Research output: Contribution to journalArticle

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AB - The objectives of this research study were to measure the perception and satisfactions of consumers of the tourism product of Barbados, and to identify potential niche markets that could be used in the development of the destination's positioning strategy. Design/methodology/approach - Self-completion questionnaires were distributed to tourists visiting the island at the peak of the 2003 tourism season. The scales used were adapted from two authoritative sources. Data from 400 completed questionnaires were analysed quantitatively by a variety of statistical techniques, including factor analysis and multiple regression. Answers to open-ended questions were also used where necessary to explain top-of-mind attitudes to the tourism products consumed. Findings - Four possible niche markets are identified that can inform the development of the destination's repositioning strategy: recreational, sports, culture and eco-tourism. Research limitations/implications - The time frame of the study was two winter months in one year, and only actual visitors completed the questionnaire. The study did not assess their evaluation of the quality of the services provided and consumed. Practical implications/originality/value - The overall conclusions and discussion of the findings should provide a case-based framework for the practical planning and implementation of positioning strategies in the tourism context.

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