Steven D. Pike

Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Conative Perceptions

There has been exponential growth in the number of studies of destination image appearing in the tourism literature. However, few have addressed the issues of destination positioning analysis and the role of affective perceptions. This article analyzes the market positions held by a competitive set of destinations through a comparison of cognitive, affective, and conative perceptions. Cognition was identified by trialing a factor analytic adaptation of importanceperformance analysis. Affect was measured using an affective response grid, while conation was gauged by stated intent to visit. The alignment of the results from these techniques identified leadership positions held by two quite different destinations on two quite different dimensions of destination attractiveness. It is suggested that this method of positioning analysis offers a practical means for destination marketers faced with the challenge of identifying the one or few features from their diverse and multiattributed product range that could be developed to differentiate their destination in a meaningful way to consumers.

Tourism destination branding complexity

Prior to completing a tourism marketing PhD the author spent almost two decades working in the tourism industry, mostly in destination marketing organisations (DMOs). In this paper he laments a significant gap in the literature in the area of tourism destination branding, a field that has only attracted academic attention since the late 1990s. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research with which to guide DMOs. There has been relatively little discussion on the complexity involved in capturing the essence of a multi-attributed destination with a succinct and focused brand position, in a way that is both meaningful to the multiplicity of target audiences of interest to stakeholders and effectively differentiates the destination from competitors. The paper summarises six issues that make the application of branding theory to destinations a complex undertaking.

Destination marketing organisations

Most tourism activities take place at destinations. Travellers are also spoilt by choice of available destinations. Competition for their attention is intense. The success of most tourism businesses is reliant on the competitiveness of the destination. Destination Marketing Organisations is essential reading for anyone considering a career in tourism. While it has been written primarily for students undertaking studies in tourism, travel and hospitality, the text will also be of interest to those already woking with, or within DMOs. Two themes underpin Destination Marketing Organisations. The first is the challenges of promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism ‘practitioners’ and academics. Written by a former ‘practitioner’, Destination Marketing Organisations bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs. The key learning outcomes of the text are to aid the development of an understanding of the fundamental issues relating to: • The rationale for the establishment of DMOs • The structure, roles, goals and functions of DMOs • The key opportunities, challenges and constraints facing DMOs • The complexities of marketing destinations as tourism brands

Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market

Purpose – Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumer‐based brand equity (CBBE) for a country destination.Design/methodology/approach – A model of CBBE was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845) comprising a mix of previous visitors and non‐visitors. The model fits the data well.Findings – The paper reports the results of an investigation into brand equity for Australia as a long‐haul destination in an emerging market. The research took place just before the launch of the nations fourth new brand campaign in six years. The results indicate Australia is ...

Consumer-based brand equity for destinations: Practical DMO performance measures

Abstract Destination marketing organizations (DMO) worldwide are increasingly focusing attention on place branding. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research regarding performance measures for destination brand campaigns. This paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The purpose was to provide benchmarks at the commencement of a new destination brand campaign, for which the DMO will be able to use to track performance over time.

Destination Branding Case Study: Tracking Brand Equity for an Emerging Destination Between 2003 and 2007

Place branding has become a major focus of operations for destination marketing organizations (DMOs) striving for differentiation in cluttered markets. The topic of destination branding has only received attention in the tourism literature since the late 1990s, and there has been relatively little research reported in relation to analyzing destination brand effectiveness over time. This article reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination over two points in time. The purpose of the project was to track the effectiveness of the brand in 2007 against benchmarks that were established in a 2003 study at the commencement of a new destination brand campaign. The key finding was there was no change in perceived performance for the destination across the brand’s performance indicators and CBBE dimensions. Because of the common challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluating brand performance over time.

The Use of Repertory Grid Analysis to Elicit Salient Short-Break Holiday Destination Attributes in New Zealand

Repertory grid analysis was developed almost 50 years ago, but its application in destination image research has been rare. The technique was used to identify 17 attributes deemed salient to New Zealanders, when differentiating domestic short-break holiday destinations. These were then compared to those attributes used in 84 previous destination studies, as well as with results from personal interviews with tourism practitioners. A number of differences between the repertory grid findings and practitioner opinion confirmed the value of seeking consumer input when developing attribute lists for use in structured surveys. While both the repertory grid findings and practitioner opinion showed a general consistency with the range of 100+ attributes used in the literature, key differences highlighted the importance of the New Zealand domestic travel context. The article attempts to demonstrate the efficacy of repertory grid, an economical technique that has been underused by tourism market researchers.

Destination decision sets: A longitudinal comparison of stated destination preferences and actual travel

There have only been a small number of applications of consumer decision set theory to holiday destination choice, and these studies have tended to rely on a single cross-sectional snapshot of research participants’ stated preferences. Very little has been reported on the relationship between stated destination preferences and actual travel. To what degree then can marketers rely on consumers’ stated attitudes if there is no supporting measure of actual behaviour? The article presents a rare longitudinal examination of destination decision sets, and the first in the context of short break holidays by car in Queensland, Australia. Two questionnaires were administered, three months apart. The first identified destination preferences while the second examined actual travel and revisited destination preferences. The findings indicate a general consistency between attitude and behaviour in the short term. The results support the proposition that the positioning of a destination into a consumer’s decision set represents a source of competitive advantage. A key implication for the destination of interest, which launched a new brand campaign during the period of the project, is that a long-term investment in a clearly differentiated brand message will be required to improve awareness and intent to travel by consumers in the region’s most important market. It is recommended that monitoring decision set composition represents an important and practical indicator of future performance for destination marketers.

Visitor Relationship Orientation of Destination Marketing Organizations

The proposition underpinning this study is that engaging in meaningful dialogue with previous visitors represents an efficient and effective use of resources for a destination marketing organization (DMO), compared to above-the-line advertising in broadcast media. However, there has been a lack of attention in the tourism literature relating to destination switching, loyalty, and customer relationship management (CRM) to test such a proposition. This article reports an investigation of visitor relationship marketing orientation among DMOs. A model of CRM orientation, which was developed from the wider marketing literature and a prior qualitative study, was used to develop a scale to operationalize DMO—visitor relationship orientation. Owing to a small sample, the partial least squares method of structural equation modeling was used to analyze the data. Although the sample limits the ability to generalize, the results indicate that the DMOs’ visitor orientation is generally responsive and reactive rather than proactive.

The Use of Repertory Grid Analysis and Importance-Performance Analysis to Identify Determinant Attributes of Universities

ABSTRACT In the increasingly competitive Australian tertiary education market, a consumer orientation is essential. This is particularly so for small regional campuses that compete with larger universities in the state capitals. Campus management needs to carefully monitor both the perceptions of prospective students within the catchment area, and the (dis)satisfaction levels of current students. This study reports the results of an exploratory investigation into the perceptions held of a small regional campus, using two techniques that have arguably been underutilized in the education marketing literature. Repertory Grid Analysis, a technique developed fifty years ago, was used to identify attributes deemed salient to year 12 high school students at the time they were applying for university places. Importance-performance analysis (IPA), developed three decades ago, was then used to identify attributes that were determinant for a new cohort of first year undergraduate students. The paper concludes that group applications of Repertory Grid offer education market researchers a useful technique for identifying attributes used by high school students to differentiate universities; and that IPA is a useful technique for guiding promotional decision making. In this case the two techniques provided a quick, economical and effective snapshot of market perceptions, which can be used as a foundation for the development of an ongoing market research program. Practical steps for such a program are summarized.