Destination brand equity-formation: Positioning by tourism type and message consistency

A conceptual framework of the service delivery system design for hospitality firms in the (post-)viral world: The role of service robots

“…Positioning is one of the most important elements of strategic management that is providing long term advantages for firms to be successful in the market ( Rodríguez-Molina et al, 2019 ). It is defined as “performing different activities from rivals’ or performing similar activities in different ways” ( Porter, 1996: 62 ).…”

“…The positioning strategy is based on determining the competitors and offering a unique feature(s) to attract potential customers. In this respect, uniqueness is a significant component of positioning strategy ( Rodríguez-Molina et al, 2019 ). As a basic element of positioning approach, differentiation relates to the development of products and services containing unique attributes that provide better value for customers compared to rivals’ ( Porter, 1985 ; Banker et al, 2014 ).…”

A conceptual study of the strategic role of gastronomy in tourism destinations

“…Since it is found to be a component of competitive advantage (Porter, 1980), market positioning strategy considered as one of the most significant elements of management in terms of having long term advantages for businesses to be successful in the market (Rodríguez-Molina, Frías-Jamilena, Del Barrio-García & Castañeda-García, 2019). As the core element of positioning, differentiation can be ensured for one or more of the qualities of products, such as durability, technical features, design differences, or customer services (Porter, 1980).…”

“…Regarding hospitality and tourism literature, the destination positioning has been mentioned by various studies especially in terms of comparing the competitiveness of destinations (Crompton, Fakeye & Lue 1992;Botha, Crompton and Kim, 1999;Uysal, Chen, and Williams 2000;Chen & Uysal 2002;Li et al, 2015;Claveria & Poluzzi, 2017;Evren & Kozak, 2018). Moreover, there are also studies related to positioning strategy in the context of image (Gallarza, Gil, & Garcia, 2002) and brand (Rodríguez-Molina et al, 2019) in the hospitality and tourism literature.…”

“…For tourism destinations, positioning is a process which starts with determining the rivals and creating or offering a unique feature that is not found in other destinations in tourists' mind (Kim, Guo & Agrusa, 2005). Unique attributes of destinations are considered as the most significant components for effective positioning that make difference from rivals (Rodríguez-Molina et al, 2019). It is stated that a unique strategic position is an indicator of the decision making of consumers and encourages the implementation of strategies.…”