The influence of the components of a state's tourist image on product positioning strategy

Abstract

The image of a tourist destination must be thoroughly investigated before product positioning attempts are under-taken. Components of a state's tourist image for the state of Utah were identified using factor analysis. Four main components of a state s tourist image and three independent variables emerged. Further analysis revealed that within components, two population characteristics, amount of touring experience in the state of destination, and region of primary residence, significantly affected image scores. Destination marketing efforts therefore need to reflect regional image differences when positioning a state's tourism produces). Though this study relates to states in the USA transferability of its observations to other tourist destinations is quite feasible.