The Prentice-O'Gorman destination appraisal matrix: Iranian case study

Richard Prentice, Kevin D. O'Gorman

    Research output: Contribution to conferencePaper

    Abstract

    Prentice's model was designed to challenge a tendency in contemporary destination marketing to emphasise SSPs (Standardised Selling Points) rather than USPs (Unique (or at least Unusual) Selling Points). This process of standardisation is what the French have termed Banalisation (Prentice 2006b). Prentice's model is a hybrid of traditional destination choice sets models (Crompton 1992; Sirakaya and Woodside 2005) with inputs from the Theory of Reasoned Action (Aizen and Fishbein 1980) and from heuristic choice models (Pham 1998). Prentice further differentiates USPs into UUSPs (Unique Utility Selling Points) UESPs (Unique Experiential Selling Points) USSPs (Unique Symbolic Selling Points). These may be thought of as summarising those aspects of generic imagery and product beliefs that are pertinent to destination differentiation. As specified, Prentice's model is a model of choosing on the part of potential tourists. The question arises as to how destination managers may readily operationalise Prentice's ideas in both their marketing and market based product development or, indeed, simply to think about their destination. Many managers are familiar with SWOT analysis and the operationalisation of Prentice's ideas suggested here builds on this familiarity. The demonstrated means of application is in the form of a matrix combining Prentice's expansion of USPs with a traditional SWOT analysis.

    Conference

    ConferenceThe Council for Australian University Tourism and Hospitality Education (CAUTHE) 17th Annual Conference 2008
    CityGold Coast, Australia
    Period11/02/0814/02/08

    Fingerprint

    Destination
    Managers
    SWOT analysis
    Heuristics
    Destination marketing
    Destination choice
    Operationalization
    Theory of reasoned action
    Standardization
    Tourists
    Marketing
    Choice sets
    Choice models
    Imagery
    Familiarity
    Product development

    Keywords

    • destination appraisal
    • consumer choice
    • tourism
    • Iran
    • customer satisfaction

    Cite this

    Prentice, R., & O'Gorman, K. D. (2008). The Prentice-O'Gorman destination appraisal matrix: Iranian case study. Paper presented at The Council for Australian University Tourism and Hospitality Education (CAUTHE) 17th Annual Conference 2008, Gold Coast, Australia, .
    Prentice, Richard ; O'Gorman, Kevin D. / The Prentice-O'Gorman destination appraisal matrix: Iranian case study. Paper presented at The Council for Australian University Tourism and Hospitality Education (CAUTHE) 17th Annual Conference 2008, Gold Coast, Australia, .6 p.
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    abstract = "Prentice's model was designed to challenge a tendency in contemporary destination marketing to emphasise SSPs (Standardised Selling Points) rather than USPs (Unique (or at least Unusual) Selling Points). This process of standardisation is what the French have termed Banalisation (Prentice 2006b). Prentice's model is a hybrid of traditional destination choice sets models (Crompton 1992; Sirakaya and Woodside 2005) with inputs from the Theory of Reasoned Action (Aizen and Fishbein 1980) and from heuristic choice models (Pham 1998). Prentice further differentiates USPs into UUSPs (Unique Utility Selling Points) UESPs (Unique Experiential Selling Points) USSPs (Unique Symbolic Selling Points). These may be thought of as summarising those aspects of generic imagery and product beliefs that are pertinent to destination differentiation. As specified, Prentice's model is a model of choosing on the part of potential tourists. The question arises as to how destination managers may readily operationalise Prentice's ideas in both their marketing and market based product development or, indeed, simply to think about their destination. Many managers are familiar with SWOT analysis and the operationalisation of Prentice's ideas suggested here builds on this familiarity. The demonstrated means of application is in the form of a matrix combining Prentice's expansion of USPs with a traditional SWOT analysis.",
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    year = "2008",
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    note = "The Council for Australian University Tourism and Hospitality Education (CAUTHE) 17th Annual Conference 2008 ; Conference date: 11-02-2008 Through 14-02-2008",

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    Prentice, R & O'Gorman, KD 2008, 'The Prentice-O'Gorman destination appraisal matrix: Iranian case study' Paper presented at The Council for Australian University Tourism and Hospitality Education (CAUTHE) 17th Annual Conference 2008, Gold Coast, Australia, 11/02/08 - 14/02/08, .

    The Prentice-O'Gorman destination appraisal matrix: Iranian case study. / Prentice, Richard; O'Gorman, Kevin D.

    2008. Paper presented at The Council for Australian University Tourism and Hospitality Education (CAUTHE) 17th Annual Conference 2008, Gold Coast, Australia, .

    Research output: Contribution to conferencePaper

    TY - CONF

    T1 - The Prentice-O'Gorman destination appraisal matrix: Iranian case study

    AU - Prentice, Richard

    AU - O'Gorman, Kevin D.

    PY - 2008/2

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    N2 - Prentice's model was designed to challenge a tendency in contemporary destination marketing to emphasise SSPs (Standardised Selling Points) rather than USPs (Unique (or at least Unusual) Selling Points). This process of standardisation is what the French have termed Banalisation (Prentice 2006b). Prentice's model is a hybrid of traditional destination choice sets models (Crompton 1992; Sirakaya and Woodside 2005) with inputs from the Theory of Reasoned Action (Aizen and Fishbein 1980) and from heuristic choice models (Pham 1998). Prentice further differentiates USPs into UUSPs (Unique Utility Selling Points) UESPs (Unique Experiential Selling Points) USSPs (Unique Symbolic Selling Points). These may be thought of as summarising those aspects of generic imagery and product beliefs that are pertinent to destination differentiation. As specified, Prentice's model is a model of choosing on the part of potential tourists. The question arises as to how destination managers may readily operationalise Prentice's ideas in both their marketing and market based product development or, indeed, simply to think about their destination. Many managers are familiar with SWOT analysis and the operationalisation of Prentice's ideas suggested here builds on this familiarity. The demonstrated means of application is in the form of a matrix combining Prentice's expansion of USPs with a traditional SWOT analysis.

    AB - Prentice's model was designed to challenge a tendency in contemporary destination marketing to emphasise SSPs (Standardised Selling Points) rather than USPs (Unique (or at least Unusual) Selling Points). This process of standardisation is what the French have termed Banalisation (Prentice 2006b). Prentice's model is a hybrid of traditional destination choice sets models (Crompton 1992; Sirakaya and Woodside 2005) with inputs from the Theory of Reasoned Action (Aizen and Fishbein 1980) and from heuristic choice models (Pham 1998). Prentice further differentiates USPs into UUSPs (Unique Utility Selling Points) UESPs (Unique Experiential Selling Points) USSPs (Unique Symbolic Selling Points). These may be thought of as summarising those aspects of generic imagery and product beliefs that are pertinent to destination differentiation. As specified, Prentice's model is a model of choosing on the part of potential tourists. The question arises as to how destination managers may readily operationalise Prentice's ideas in both their marketing and market based product development or, indeed, simply to think about their destination. Many managers are familiar with SWOT analysis and the operationalisation of Prentice's ideas suggested here builds on this familiarity. The demonstrated means of application is in the form of a matrix combining Prentice's expansion of USPs with a traditional SWOT analysis.

    KW - destination appraisal

    KW - consumer choice

    KW - tourism

    KW - Iran

    KW - customer satisfaction

    M3 - Paper

    ER -

    Prentice R, O'Gorman KD. The Prentice-O'Gorman destination appraisal matrix: Iranian case study. 2008. Paper presented at The Council for Australian University Tourism and Hospitality Education (CAUTHE) 17th Annual Conference 2008, Gold Coast, Australia, .