Positioning: The Example of the Lower Rio Grande Valley in the Winter Long Stay Destination Market

Abstract

A primary target market for the subtropical lower Rio Grande Valley region of South Texas is long-stay winter visitors from the midwest states. This target market is aggressively pursued by other destinations with warm winter temperatures. This article describes a six-stage process that was used to develop a position for the Valley which is unique in the minds of its prospective target market visitors, clearly differentiating it from its competitors.

Factors Influencing Destination Image in Distant Culture Countries: The Role of Corporate Image

“…According to Crompton, Fakeye, and Lue (1992), knowledge of all the factors that influence the formation of the image of a destination will help the institutions responsible for promoting tourist destinations to project an image adapted to the market across a selection of the most appropriate promotional mix.…”

What Really Matters is the Economic Performance: Positioning Tourist Destinations by Means of Perceptual Maps

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The need to adapt to travel expenditure patterns. A study comparing business and leisure tourists in Barcelona

“…One line of research comprises those studies that analyse the characteristics of travellers segmented by the length of stay and the behaviour of tourists during their trip. In relation to length of stay, the similarities and differences between different groups of travellers are analysed (Crompton, Fakeye and Lue 1992;Downward and Lumsdon 2003;Oppermann 1995). Another research line corresponds to those studies that apply econometric models to explain and predict the duration of the stay (Alegre, Mateo and Pou 2011;Barros and Machado 2010;Eugenio-Martin 2003;FerrerRosell, Martínez-Garcia and Coenders 2014;Martínez-Garcia and Raya 2008).…”