Positioning: the example of the lower Rio Grande Valley in the winter long stay destination market
Article Abstract:
The marketing strategy known as positioning can be a useful tool for members of the travel industry. This technique can be used to establish dominance over one's competitors in a given tourism-oriented market. Positioning is the act of establishing a specific image of services offered and rendered inthe minds of consumers in a target market. The Lower Rio Grande Valley is an example of an area which has succesfully positioned itself in the winter long stay destination market.
Publication Name: Journal of Travel Research
Subject: Travel industry
ISSN: 0047-2875
Year: 1992
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The impact of family life cycle on the vacation decision-making process
Article Abstract:
The decision making processes of families in choosing a particular form of vacation are influenced by their family life cycle (FLC). The FLC represents the different predetermined stages in a family's existence. Studies indicate that a family's vacation preferences vary with its position in the FLC. Tourism marketers should pay close attention to the ever changing trends in FLC decision making processes to target particular markets.
Publication Name: Journal of Travel Research
Subject: Travel industry
ISSN: 0047-2875
Year: 1992
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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.