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Luring the tourists: A positioning exercise


Kasim, Azilah and Dzakiria, Hisham (2001) Luring the tourists: A positioning exercise. Asia Pacific Journal of Tourism Research, 6 (2). pp. 40-52. ISSN 1094-1665

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Abstract

Positioning is essential in most business to ensure competitiveness, survival and success.This is certainly true for tourism since attracting more revenues entails making tourism destinations more appealing to tourists. Responding to the increase recognition on the importance of positioning, this research was an attempt to carry out a positioning exercise for the state of Kedah via understanding the perception of its market. Among the objectives of this research was: to identify’ Kedah's competitors; to profile the international tourists and identify the segments that exists; to segment benefit sought and evaluate the attractiveness of the resulting segments and last but not least, to provide suggestions on how Kedah should position itself. Clustering analysis using Ward's method revealed 5 distinct clusters representing the type of visitors visiting Kedah: the nature and enlightenment seekers; the social and comfort seekers, the conscientious tourists; the nonchalant and perplexing tourists; and the sedate and cultural tourists. The ranking of Kedah in relation to competitive by these segments, and an abstract measurement of Kedah's image further revealed that despite the many places of heritage in mainland Kedah and Langkawi's portrayal as an Isle of Legend, Kedah has not been perceived as a destination for ‘culture’.Instead tourist sees it as a relaxing destination and a safe heaven. In addition, Kedah is also viewed as a destination that offers value for money with good facilities. In view of globalization and the resulting enhanced competition, This paper concludes that Kedah has to position itself differently based on its strength, perhaps by portraying the image of “the safe place to unwind”.

Item Type: Article
Uncontrolled Keywords: tourism marketing, understanding the market, market segmentation, strategic positioning, destination image
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
Divisions: College of Arts and Sciences
Depositing User: Prof. Dr. Azilah Kasim
Date Deposited: 13 Aug 2015 00:39
Last Modified: 13 Aug 2015 00:39
URI: http://repo.uum.edu.my/id/eprint/15157

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