Destination positioning opportunities elicited through the repertory test with laddering analysis

摘要: While in many travel situations consumers have an almost limitless range of destinations to choose from, their actual decision set will usually only comprise between two and six destinations. One the greatest challenges facing destination marketers is positioning destination, against myriad competing places that offer similar features, into consumer sets. Since requires a narrow focus, marketing communications must present succinct meaningful proposition, selection which often problematic for organisations (DMO), deal with diverse eclectic attributes addition numerous self-interested demanding stakeholders. This paper reports application qualitative techniques used explore cognitive attributes, consequences personal values represent potential opportunities context short break holidays. The Repertory Test effective technique understanding salient by traveller differentiate destinations, while Laddering Analysis enables researcher smaller guiding such making. A key finding research was individuals might vary repertoire there commonality shared values.