Tourism Destination Re-positioning and Strategies

Alan Fyall ()
Additional contact information
Alan Fyall: University of Central Florida

Chapter Chapter 14 in The Future of Tourism, 2019, pp 271-283 from Springer

Abstract: Abstract Competition among tourism destinations continues apace with their ability to be truly distinctive in the marketplace ever more difficult as so many now seek to position themselves as great places to visit, as well as great places to live, work and study. This chapter analyzes the issues concerning strategic positioning in tourism destinations and the need for destinations to re-position themselves when change takes place in their macro and micro-environments. Following an overview of the many generic challenges facing the marketing, branding and positioning of destinations, including the highly complex and turbulent macro environment and the ever-increasingly competitive micro environment, the chapter explores the opportunities and challenges faced by destinations seeking to re-position themselves in the marketplace. In the face of much stiffer competition, a changing and more turbulent world order, and major innovations in tourism products, services and experiences, it is clear that all destinations have a challenging future ahead. Following a comparison of the positioning and re-positioning of two major destinations in the US, namely Orlando and Las Vegas, the chapter concludes by providing the reader with some projections for the future positioning and re-positioning of destinations.

Keywords: Destinations; Destination marketing; Branding; Destination re-positioning; Orlando; Las Vegas (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-89941-1_14

Ordering information: This item can be ordered from
http://www.springer.com/9783319899411

DOI: 10.1007/978-3-319-89941-1_14

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().