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.

Get full access to this article

View all access options for this article.

References

Aaker, D.A. , and J.G. Shansby (1982). "Positioning your Product." Business Horizons, May-June: 56-62.

Anderssen, P. , and R. Colberg (1973). "Multivariate Analysis in Travel Research: A Tool for Travel Package Design and Market Segmentation " The Travel Research Association, Fourth Annual Conference Proceedings , pp 225-240.

Crompton, J.L. (1979). "Motivations for Pleasure Vacations." Annals of Tourism Research, 6 (4): 408-24.

Demby, E.H. (1970). "Travels Not So Far Away " Proceedings of the Annual Council for Travel Research Conference .

Dillman, D.A. (1978). Mail and Telephone Surveys. New York: John Wiley

Fakeye, P.C. , and J.L. Crompton (1991). "Image Differences between Prospective, First Time, and Repeat Visitors to the Lower Rio Grande Valley." Journal of Travel Research, 30 (Fall): 10-16.

Fenton, M. , and P. Pearce (1988). "Multidimensional Scaling and Tourism Research " Annals of Tourism Research, 15: 236-54.

Goodrich, J.N. (1978). "A New Approach to Image Analysis through Multidimensional Scaling." Journal of Travel Research, 16 (Winter): 3-7.

Gunn, C.A. (1972) Vacationscape. Designing Tourist Regions. University of Texas, Austin: Bureau of Business Research.

10.

Haahti, A.J. (1986). "Finland's Competitive Position as a Destination." Annals of Tourism Research, 13, 11-35.

11.

Hams, L. (1972). "The Challenge of Research in the Coming Era of Travel." Third Annual Conference Proceedings of the Travel Research Association.

12.

Hunt, J.D. (1971). "Image — A Factor in Tourism." Fort Collins: Colorado State University, unpublished Ph.D. Dissertation.

13.

— (1975). "Image as a Factor in Tourism Development." Journal of Travel Research, 13 (Winter): 1-7.

14.

Lovelock, C.H. (1984). Services Marketing. Englewood Cliffs, NJ: Prentice-Hall.

15.

Mayo, E.J. (1973). "Regional Images and Regional Travel Behavior." Proceedings of the Travel Research Association Fourth Annual Conference. Salt Lake City: Bureau of Economic and Business Research, University of Utah, August, pp. 211-18.

16.

Momson, A.M. (1989). Hospitality and Travel Marketing. Albany, NY: Delmar.

17.

Ries, A. , and J. Trout (1981). Positioning: The Battle for Your Mind. New York: McGraw Hill.

18.

Wind, Y. (1978). "Issues and Advances in Segmentation Research." Journal of Marketing Research, 14: 317-37.

19.

Woodside, A.G. (1982). "Positioning a Province Using Travel Research." Journal of Travel Research, 20 (Winter): 2-6.

20.

Young, S. , L. Ott , and B. Feigin (1978). "Some Practical Considerations in Market Segmentation." Journal of Marketing Research, 15 (August): 405-12.