The approach of making an image or id in the minds of customers is referred to as positioning. It really is quite essential to journey and tourism destinations because it helps make your location much more appealing to shoppers than other related locations.
The procedure of positioning includes industry positioning, psychological positioning, and positioning methods.
Phase one: Industry Positioning
In this stage, you pick a focus on market place segment (marketplace segmentation), which is probably the group of folks that you previously are viewing at your location. But if you need new customers, you may possibly want to seem at other feasible segments, and target them. For case in point, if you usually have families at your destination, you could goal wealthy retirees as a new supply of company.
Now that you’ve got chosen a concentrate on market, you need to have to find out all about them. What do they like to do even though on holiday? What do they want from a destination? Use surveys and target groups to response these queries and find out far more about your goal market place. Funds invested on that now will be well invested. You certainly will not want to squander marketing bucks later on promoting the incorrect concept to your goal audience. Make sure you discover out what the proper concept will be, and never guess.
The other factor you require to learn from your concentrate on industry is how they currently understand your destination. What advantages do they feel your spot gives? What beliefs do they already have about your vacation spot? Are any of them unfavorable? If so, what are they? You will need to counter these beliefs in your new position.
وقت سفارت : two Psychological Positioning
Now that you realize your focus on audience, you can set that details jointly with your company targets and determine out what you will communicate to the industry phase that will plant the right picture in their minds about your destination.
You can use physical attributes if they are unique. For illustration, Westin Resorts positioned by itself with their market-modifying “Heavenly Mattress” slogan. As the 1st hotel to offer high quality mattresses and bedding, they experienced a exclusive actual physical attribute.
Step 3: Positioning Ways
one) Head to Head Approach: Not suggested for most vacation and tourism companies, but it can be completed. It’s far more most likely that you will:
two) Relate Oneself to Industry Chief: If you are unable to lick ’em, be part of ’em! Avis Vehicle Rentals did this with their slogan “We consider harder.” Marriott, Hilton and Radisson have all employed this strategy way too, adding high quality beds to their choices, therefore hitching a trip on Westin’s gravy train.
3) Value Worth: Not to be mistaken for cheapest cost, which is generally prevented because consumers relate reduced cost to reduced good quality. Situation for very best worth alternatively, utilizing this method.
4) Consumers and Characteristics: Affiliate your vacation destination with a group of men and women, or with the factors they might appear to your destination.
5) Destination Course: Can you associate yourself with a unique knowledge? Perhaps you are a tour operator that provides tours to the lost metropolis of Atlantis. (If so, remember to get in touch with me, I want to come…but you get the idea.)
Summary
You are now well set up to position oneself for optimum competitive edge. Do bear in head other elements that may impact your situation, these kinds of as area, economics, politics, and life style adjustments. Go for the gold and enjoy a situation as industry chief for your goal marketplace segment.
