Nonutilitarian Tourism Destination Positioning: A Case Study in China
Article first published online: 18 MAR 2014
Copyright © 2014 John Wiley & Sons, Ltd.
International Journal of Tourism Research
How to Cite
Qu, Y. and Qu, H. (2014), Nonutilitarian Tourism Destination Positioning: A Case Study in China. Int. J. Tourism Res.. doi: 10.1002/jtr.2005
- Article first published online: 18 MAR 2014
- Manuscript Accepted: 18 FEB 2014
- Manuscript Revised: 12 FEB 2014
- Manuscript Received: 24 NOV 2012
- nonutilitarian destination positioning;
- affective choosing;
- destination affective image;
- destination brand personality
This paper develops and applies a conceptual model of nonutilitarian tourism destination positioning. Tourist's nonutilitarian decision mechanisms (affective choosing and self-congruity) are linked with destination positioning. A repositioning case of Dalian as a marine city destination versus its four competitors is used to demonstrate the model's guiding value. Through statistical analyses of MANOVA, ANOVAs and independent t-tests, the findings indicate the differentiating affective image attribute and brand personality trait most useful for Dalian's positioning. A suggested nonutilitarian positioning strategy for Dalian, corresponding managerial and theoretical implications and future study considerations are finally summarized. Copyright © 2014 John Wiley & Sons, Ltd.