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Nonutilitarian Tourism Destination Positioning: A Case Study in China
Author(s) -
Qu Ying,
Qu Hailin
Publication year - 2014
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2005
Subject(s) - tourism , competitor analysis , multivariate analysis of variance , trait , marketing , personality , variance (accounting) , value (mathematics) , computer science , advertising , psychology , business , geography , social psychology , accounting , archaeology , machine learning , programming language
This paper develops and applies a conceptual model of nonutilitarian tourism destination positioning. Tourist's nonutilitarian decision mechanisms (affective choosing and self‐congruity) are linked with destination positioning. A repositioning case of Dalian as a marine city destination versus its four competitors is used to demonstrate the model's guiding value. Through statistical analyses of MANOVA, ANOVAs and independent t ‐tests, the findings indicate the differentiating affective image attribute and brand personality trait most useful for Dalian's positioning. A suggested nonutilitarian positioning strategy for Dalian, corresponding managerial and theoretical implications and future study considerations are finally summarized. Copyright © 2014 John Wiley & Sons, Ltd.