By: Dhruba Rai
Tourism is one of the largest revenue generating industries in the world. The multiplier effect of tourism is immense in socio-economic sectors. Tourism is not a single sector, but a consolidation of various sectors striving for a common purpose. Therefore, it needs a coordinated effort to be prosperous, and this is a real challenge indeed.
The global tourism market has cut-throat competition. Many competing destinations are spending millions of dollars annually in projecting their positive destination images. They are rich in both the resources and their destination offers. In such a scenario, it is extremely difficult even to retain the existing market shares with a small effort and resources.
Some of the challenges in promoting a destination can be attributed to the following factors. First, the tourist generating market is far from the destination, which relegates the destination as a secondary level of competition. There is always a strong territorial competition. Second, many destinations can not afford to carry out extensive promotional activities because they don't have enough budget. Third, the negative image in the minds of the target markets. It is very dangerous because it takes a lot of time and effort to change the mind-set or to convince them. Last, there is no image of the destination at all. They don't know about the destination.
Therefore, to overcome the above mentioned challenges a destination promoter can think over applying destination positioning strategy. Destination positioning is simply to create a distinctive image, belief and the benefit of a destination in the mind of the target market. In other words, it is to create a regular and a concentrated impression in the mind of the target market. It is of course, not what a promoter thinks about a destination, but it is what the target market perceives about the destination. In fact, it is a basic application of marketing principle where customers are treated as a king.
However, it is also not a mere image creation, in fact it should be meaningful to the clients to enjoy the competitive-edge. To be meaningful means benefits to the potential visitors. And, the benefits depend upon the perception of the clients. Some clients may think it as the value for money, but others may not think so.
Tourism benefits are intangible in nature. Therefore, the intangible should be turned into tangible, which is referred as "tangibilizing the intangible". The mentality of the target market must be known, and more importantly the tangible evidence, which supports the destination positioning. It is a relative term because the perceived images perform in relation to competing images.
The destination positioning is not to do anything with the products, but to create a positive image in target markets. It demands two factors to be looked into. First, the positioning must be believable. Unrealistic positioning creates mistrust and negative images, which is disastrous in the long run. Tourism is not a "one time business" rather it is a "relationship business". Tourism depends heavily upon the loyal repeat visitors. And second, the promise must be maintained. The destination must deliver the promise on a consistent basis. It urges the improvement of exiting products, and development of new products.
Destination Positioning demands to differentiate the attributes of tourism products in relation to the competitors'. Rarely, a destination enjoys a monopoly over the tourism products. One way or the others, it must compete with other destinations. Competition arises when similar products are offered by various destinations. Nepal might be facing a competition with Switzerland for its Himalayas. To win the competition, it is necessary to differentiate the products with benefits from the competitors. Nepal is positioning its image through Mt. Everest the highest peak in the world.
The first step in destination positioning is to select and apply a unique attribute of the destination for its image creation. For instance, many people know about Mt. Everest, but may not know about Nepal. It is for that reason Nepal Tourism Board (NTB) might have selected its positioning slogan as "Mt. Everest & More......Experience it in Nepal." In my opinion, it has certainly served its purpose. This positioning slogan does not only create the image of Nepal, but also urges visitors to visit and experience it in Nepal.
Often, a destination applies "all things to all people" which confuses the target market. In this case, the target market does not recognize the message, and this defeats the very purpose. The nature of internet and satellite channels caused to apply global destination positioning strategy. It means "a standard slogan for all". It is especially important because of the universal appeal of a destination by these media. However, it is more effective to apply segmented positioning strategy using various approaches for market penetration.
Some of the positioning approaches are positioning by destination attribute, usage, user group, product class and competition. For instance, Korean and Thai visitors may be attracted by applying the "user group" positioning approach. The positioning slogan could be; "Home of Lord Buddha .....experience the bliss." For Buddhist visitors Lumbini may be a primary choice, and others attractions may be secondary choices. But, for the Americans, Lumbini might be a secondary choice.
In conclusion, an effective positioning makes impression, which has a lasting effect in the mind of potential visitors. It gives a clear message, which eliminates the confusions, and at the same time creates positive images. And, the positive images surely influence the travel decision.
End
Tourism is one of the largest revenue generating industries in the world. The multiplier effect of tourism is immense in socio-economic sectors. Tourism is not a single sector, but a consolidation of various sectors striving for a common purpose. Therefore, it needs a coordinated effort to be prosperous, and this is a real challenge indeed.
The global tourism market has cut-throat competition. Many competing destinations are spending millions of dollars annually in projecting their positive destination images. They are rich in both the resources and their destination offers. In such a scenario, it is extremely difficult even to retain the existing market shares with a small effort and resources.
Some of the challenges in promoting a destination can be attributed to the following factors. First, the tourist generating market is far from the destination, which relegates the destination as a secondary level of competition. There is always a strong territorial competition. Second, many destinations can not afford to carry out extensive promotional activities because they don't have enough budget. Third, the negative image in the minds of the target markets. It is very dangerous because it takes a lot of time and effort to change the mind-set or to convince them. Last, there is no image of the destination at all. They don't know about the destination.
Therefore, to overcome the above mentioned challenges a destination promoter can think over applying destination positioning strategy. Destination positioning is simply to create a distinctive image, belief and the benefit of a destination in the mind of the target market. In other words, it is to create a regular and a concentrated impression in the mind of the target market. It is of course, not what a promoter thinks about a destination, but it is what the target market perceives about the destination. In fact, it is a basic application of marketing principle where customers are treated as a king.
However, it is also not a mere image creation, in fact it should be meaningful to the clients to enjoy the competitive-edge. To be meaningful means benefits to the potential visitors. And, the benefits depend upon the perception of the clients. Some clients may think it as the value for money, but others may not think so.
Tourism benefits are intangible in nature. Therefore, the intangible should be turned into tangible, which is referred as "tangibilizing the intangible". The mentality of the target market must be known, and more importantly the tangible evidence, which supports the destination positioning. It is a relative term because the perceived images perform in relation to competing images.
The destination positioning is not to do anything with the products, but to create a positive image in target markets. It demands two factors to be looked into. First, the positioning must be believable. Unrealistic positioning creates mistrust and negative images, which is disastrous in the long run. Tourism is not a "one time business" rather it is a "relationship business". Tourism depends heavily upon the loyal repeat visitors. And second, the promise must be maintained. The destination must deliver the promise on a consistent basis. It urges the improvement of exiting products, and development of new products.
Destination Positioning demands to differentiate the attributes of tourism products in relation to the competitors'. Rarely, a destination enjoys a monopoly over the tourism products. One way or the others, it must compete with other destinations. Competition arises when similar products are offered by various destinations. Nepal might be facing a competition with Switzerland for its Himalayas. To win the competition, it is necessary to differentiate the products with benefits from the competitors. Nepal is positioning its image through Mt. Everest the highest peak in the world.
The first step in destination positioning is to select and apply a unique attribute of the destination for its image creation. For instance, many people know about Mt. Everest, but may not know about Nepal. It is for that reason Nepal Tourism Board (NTB) might have selected its positioning slogan as "Mt. Everest & More......Experience it in Nepal." In my opinion, it has certainly served its purpose. This positioning slogan does not only create the image of Nepal, but also urges visitors to visit and experience it in Nepal.
Often, a destination applies "all things to all people" which confuses the target market. In this case, the target market does not recognize the message, and this defeats the very purpose. The nature of internet and satellite channels caused to apply global destination positioning strategy. It means "a standard slogan for all". It is especially important because of the universal appeal of a destination by these media. However, it is more effective to apply segmented positioning strategy using various approaches for market penetration.
Some of the positioning approaches are positioning by destination attribute, usage, user group, product class and competition. For instance, Korean and Thai visitors may be attracted by applying the "user group" positioning approach. The positioning slogan could be; "Home of Lord Buddha .....experience the bliss." For Buddhist visitors Lumbini may be a primary choice, and others attractions may be secondary choices. But, for the Americans, Lumbini might be a secondary choice.
In conclusion, an effective positioning makes impression, which has a lasting effect in the mind of potential visitors. It gives a clear message, which eliminates the confusions, and at the same time creates positive images. And, the positive images surely influence the travel decision.
End
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