Towards positioning a tourist destination: a study of north east India.
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Abstract
The first step towards positioning of a tourist destination is to determine the most important variables tourists consider while evaluating a destination. Looking at the preferences of visitors on these variables, and then by matching these with their perception on the destination, the preferred position for a destination can be arrived at. The process of determining the preferred position for North East India is discussed in the paper. To start with two principal factors namely, infrastructure and external influence are derived from a set of 21 variables in order to calculate the preferences of the tourists. The perceptive scores on these two factors are also determined. As the next step gaps between the preferential and perceptual scores are studied and thus the ideal position for the region with respect to the two principal factors is arrived at. Three segments are also identified for targeting.