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Branding a state from features to positioning: Making it simple?

Institute for Tourism and Recreation Research (ITRR), School of Forestry at the University of Montana-Missoula, nnickers{at}forestry.umt.edu

R. Neil Moisey

Geography and Recreation Department at the University of Wyoming

This paper provides an argument for going back to the simplification of branding and positioning based on features expressed by visitors as the attraction to a destination. Research indicates that as a result of visiting a destination, images tend to be more realistic, complex and differentiated. Therefore, an understanding of what attracted visitors can furnish the basis for image development and market positioning. Vacationers were cluster analysed and compared for significant differences based on the attraction features. The ‘attraction package’ portrayed five visitor group types. Within each visitor group a destination-specific icon was identified for market positioning.

Key Words: branding • destination-specific icons • features • market clusters • positioning

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