Nonutilitarian Tourism Destination Positioning: A Case Study in China | Zendy

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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.

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