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• W2897060500 abstract "City tourism, with its unique character and image, has increased considerably over the last decades. At the same time, the complexity of destination development and image marketing has increased, and there is a lack of analysis tools for image positioning. The purpose is to investigate city destination image and character as prerequisites for destination mar­keting and development and how the image and character position can be analysed. City destination character, visitor destination image and visitor segments are used as the main theoretical framework.  An exploratory qualitative study approach has been chosen with an image case study of destination Stockholm. Qualitative interviews were conducted with the visitor segment international students and destination specialists. The study shows that desti­nation specialists have assessed a combination of city destination characteristic areas, which can be developed. Furthermore, visitors have a mind­set of several image aspects and holistic expressions for city destinations that can be used in destination marketing to change the current image position into the desired one. In order to determine a desired position, six analysis dimensions have been found useful: Desired positioning, Demand and supply, Visitor segmentation, Destination generalisation, Visit process and Expression type. The analysis dimensions are based on relevant dichotomous aspects. The effects of the used dimensions are called “positioning leverage effects”, and their main aim is to obtain a competitive advantage and to differentiate to other destinations." @default.
• W2897060500 created "2018-10-26" @default.
• W2897060500 creator A5080370996 @default.
• W2897060500 creator A5090710778 @default.
• W2897060500 date "2018-07-01" @default.
• W2897060500 modified "2023-10-09" @default.
• W2897060500 title "Analysis Dimensions of City Destination Character and Image Positioning" @default.
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• W2897060500 doi "https://doi.org/10.6092/issn.2036-5195/8134" @default.
• W2897060500 hasPublicationYear "2018" @default.
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