ABSTRACT
The purpose of destination brand positioning is to achieve congruence between destination image and the destination brand identity. Destination brand positioning is mutually beneficial for the DMO, stakeholders and consumers, since the process is underpinned by the philosophy of understanding and meeting unique consumer wants. On the supply side, effective positioning can help the DMO gain cut through in markets crowded with promotional messages of competing destinations and be noticed and remembered by target consumers. On the demand side, meaningful positioning by DMOs can help make consumers’ decision making easier. Consumers don’t have time to consider the merits of all available brands in a purchase decision, and so will gravitate towards a value proposition that appeals to their wants. Destination positioning requires a narrow message focus, and therefore trade-offs must be made about how to succinctly summarise a value proposition about a place that is multi-attributed. Developing a succinct, single-minded value proposition that will be meaningful in multiple markets is challenging for DMOs. Also, it can be tempting for destination marketers to regularly change the positioning theme for the wrong reasons, such as to appease stakeholders or to demonstrate creativity. However, consumer attention is in short supply out there, and it takes time for a positioning theme to gain market traction. This necessitates consistency of message over time, and so brand positioning requires a long-term commitment.
