Positioning a tourism destination to gain a competitive edge |
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| Authors: | Harsha E Chacko |
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| Institution: | Professor in the School of Hotel, Restaurant and Tourism Administration , University of New Orleans , New Orleans, USA E-mail: ECHR@UNO.EDU |
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| Abstract: | Positioning is a form of market communication that plays a vital role in enhancing the attractiveness of a tourism destination. This article describes the different parts of the positioning process and applies it to the case of positioning a U.S. destination to Japanese visitors. |
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| Keywords: | Market Positioning destination marketing Japanese tourists |
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