A Managerial Approach to Positioning and Branding: Eponymous or Efficient

Abstract

The purpose of this research is to examine the relative positioning of eight Mediterranean destinations using seven attributes that measure objective destination competitiveness. These attributes can be used to develop a brand identity for each destination. Using the data provided by the World Travel & Tourism Council (WTTC) on those seven competitiveness indicators for each destination, a positioning map was generated using a correspondence analysis technique. The positioning map revealed the closely competitive destinations, how competitiveness indicators cluster together, and competitive strengths and weaknesses of each destination. The key contribution of this research is the use of cost-saving secondary data that are more under the control of the manager, especially in a government organization. Some of the critical advantages of the approach presented include: low cost of data, times savings, managerial control, and ease of analysis and interpretation. The destination manager knows where to go to solve the branding concerns in the market place.