In a Galaxy Far, Far Away . . . Market Yourself Differently

What is it about?

The destination is the focal point of tourism marketing activities. Many definitions of destinations have been proposed in the past, but it remains unclear what a destination is from a consumer perspective at early stages of the destination choice process. Yet, it is the consumer perspective that matters most. The present study investigates consumer perceptions of what a destination is. Results indicate that (1) consumers have a very broad position on what a destination is, (2) the distance between the destination and home affects the size of the geographical area perceived as destination, and (3) geographically larger destinations are severely under-researched. Findings have implications for both tourism research and tourism marketing, indicating that destinations need to be marketed differently to long-haul tourists.

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Why is it important?

National tourism organisations may not be getting the most value for money by limiting themselves to their "organisational unit" as the destination they are marketing, especially when they are trying to attract long-haul visitors.