Analysis Dimensions of City Destination Character and Image Positioning

Göran Andersson; Saeid Abbasian

doi:10.6092/issn.2036-5195/8134

Authors

Göran Andersson Södertörn University http://orcid.org/0000-0003-3041-7467
He is an assistant professor at the Department of Tourism Studies at Södertörn University in Sweden. He founded the discipline Tourism Studies at this University and is the head of the Department since then. The research focuses on city destination, cultural attractions and events. He was the founder of “Stockholm Centre for Tourism Research” and the chair for five international tourism research conferences.
Saeid Abbasian Södertörn University
He is Associate Professor of Human and Economic Geography and currently works as senior lecturer in Tourism Studies at Södertörn University in Sweden. His research interests include tourism, City tourism, and businesses owned by women and immigrants. He has also a wide experience of interactive research in various research and development projects in Sweden.

DOI:

https://doi.org/10.6092/issn.2036-5195/8134

Keywords:

Destination Image, Destination Characteristics, Visitor Segments, Image Position, City Destination

Abstract

City tourism, with its unique character and image, has increased considerably over the last decades. At the same time, the complexity of destination development and image marketing has increased, and there is a lack of analysis tools for image positioning. The purpose is to investigate city destination image and character as prerequisites for destination marketing and development and how the image and character position can be analysed. City destination character, visitor destination image and visitor segments are used as the main theoretical framework. An exploratory qualitative study approach has been chosen with an image case study of destination Stockholm. Qualitative interviews were conducted with the visitor segment international students and destination specialists. The study shows that destination specialists have assessed a combination of city destination characteristic areas, which can be developed. Furthermore, visitors have a mindset of several image aspects and holistic expressions for city destinations that can be used in destination marketing to change the current image position into the desired one. In order to determine a desired position, six analysis dimensions have been found useful: Desired positioning, Demand and supply, Visitor segmentation, Destination generalisation, Visit process and Expression type. The analysis dimensions are based on relevant dichotomous aspects. The effects of the used dimensions are called “positioning leverage effects”, and their main aim is to obtain a competitive advantage and to differentiate to other destinations.

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Analysis Dimensions of City Destination Character and Image Positioning

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