This Article Full Text (PDF) Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Day, J. Articles by Koller, T. Search for Related Content Social Bookmarking                   What's this?

Image selection in destination positioning: A new approach

Americas for Tourism Queensland, JDay{at}qttclax.com

Sarita Skidmore

Menlo Consulting Group, a consulting and research centre for the travel and tourism industry

Theadora Koller

Menlo Consulting Group

Consumers’ images of a destination are built by a variety of influences, only some of which can be directly or indirectly attributed to destination marketing companies. In preparing to ‘launch’ Southern Queensland (Gold Coast, Brisbane and the Sunshine Coast) in the US market, Tourism Queensland undertook consumer studies to identify the images most likely to stimulate travel to the destination. Utilising this information, Tourism Queensland has been able to influence a wide group of stakeholders—including distribution channel members and media outlets—to use these images. This process has contributed to the development of the strongest possible image of the destination in this competitive market-place.

Key Words: destination marketing • destination image • destination marketing organisations • marketing effectiveness

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				A. D. A. Tasci, W. C. Gartner, and S. Tamer Cavusgil Conceptualization and Operationalization of Destination Image Journal of Hospitality & Tourism Research, May 1, 2007; 31(2): 194 - 223. [Abstract] [PDF]

				A. D.A. Tasci and W. C. Gartner Destination Image and Its Functional Relationships Journal of Travel Research, May 1, 2007; 45(4): 413 - 425. [Abstract] [PDF]

				W. Obenour, J. Lengfelder, and D. Groves The development of a destination through the image assessment of six geographic markets Journal of Vacation Marketing, March 1, 2005; 11(2): 107 - 119. [Abstract] [PDF]