Tourism image positioning

Three elements of tourism image positioning

Philip kotler, an American marketing scientist, believes that the difference of image positioning is mainly determined by the following three factors: first, the main personality refers to the unique style of the quality and value connotation of tourism enterprise organizations or products; Second, the mode of communication refers to the channels and measures to effectively and accurately convey the subject personality to the target public; Third, public cognition. After completing the two steps of subject personality and communication mode, the measure to truly achieve image positioning is public perception and cognition, which refers to the region.

The main methods of tourism image positioning.

Tourism image has an image ladder, according to which different positioning methods can be used to determine its tourism image:

(1) Leading positioning. The leading position is suitable for unique or irreplaceable tourism resources, such as the first waterfall in the world, the return of the Five Mountains without looking at the mountains, and the return of the Yellow River without looking at the mountains.

(2) comparative positioning. Contrastive positioning does not occupy the highest level of the original image ladder. Practice has proved that it is often very difficult to compete head-on with the original leading brands, and there are many failures. So the comparative positioning is to avoid the first place and grab the second place. For example, Jamaica's positioning image is Hawaii in the Caribbean, which makes Jamaica stand out among many coastal tourist destinations in the Caribbean.

(3) reverse positioning. Reverse positioning emphasizes and publicizes the positioning object as the opposite of the first image in consumers' minds, and at the same time avoids creating a new and acceptable psychological image ladder.

(4) Gap positioning. Both comparative positioning and reverse positioning should be related to the original image ladder of tourists, while gap positioning has completely opened up a new image ladder. Compared with the positioning of tangible goods, the image positioning of tourist spots is more suitable for gap positioning. The core of gap positioning is to establish a unique and unprecedented theme image.

5. Relocation, also known as repositioning, is not a positioning method in a strict sense, but a reshaping of the image of the original tourist area, so that the new image can replace the old image and occupy a favorable spiritual position.