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• W3152153931 abstract "The importance of differentiating destination brand identity has been widely documented by tourism scholars due to increasingly fierce competition and product homogeneity. In this regard,overseas studies, with their longer experience and more advanced methods, have well guided the progress of domestic relevant literature, serving both theoretical and mathematical foundations.However, a prominent limitation has been observed in this study stream that they universally rely on functional tangible attributes as positioning indicators, which have proven to be gradually non-effective in today's psychological benefits-driven tourism climate. This prevalent positioning paradigm is based on a traditional one-side choice-set conceptualization of the tourist decision-making process.In view of such a deficiency, this article develops and practically applies a conceptual model of non- utilitarian tourism destination positioning, bringing in a new perspective of analysis to the destination positioning field. Two outstanding non- utilitarian decision- making mechanisms of‘affective choosing'and‘self- congruity'and their pertinent measurement indexes(i.e., destination affective image and destination brand personality) constitute the two cores of the model. A repositioning case of Dalian as a seaside city destination versus its four northern close competitors(i.e.,Qingdao, Weihai, Yantai, and Tianjin) is used to demonstrate the model's guiding value. Taking seaside city destination entitles as explanation focus, the reasons are threefold: First, their popularity and mature development status; Second, their intensified product comparability and competitive situation;Third, their unique sentimental attributes and romantic atmosphere. Meanwhile, the four rivers of Dalian were selected from a wide range of seaside city destinations following two major criteria:tourism attractiveness and market-origin structure.A series of statistical analysis techniques are employed in the empirical stage. First, factor analysis is undertaken to identify the dimensions of affective image and brand personality perceptions of domestic leisure tourists visiting the five focal cities, including both the EFA and CFA methods, for establishing and validating structures and purpose, respectively. Second, the MANOVA technique is applied to confirm the presence of overall differences among the five destinations. Third, one- way ANOVAs and post hoc tests are lastly implemented to detect the concrete dimensions contributing to significant multivariate effects and further pinpoint where the differences lay among paired destinations. Factor 3(feelings of interest, exciting and pleasant) and Factor 4(feelings of development,prosperous and modernization) of affective image and Factor 3(competence) and Factor 6(fashion) of brand personality are found to be most useful for Dalian's non-utilitarian repositioning.The article theoretically contributes to the extant literature in two aspects. First, it establishes the measurement framework for destination affective image and brand personality constructs. Two models,each contains six dimensions, showed strong psychometric properties. This work also reinforces the importance of developing destination- specific models by combining the use of quantitative and qualitative techniques. Second, it promotes the understanding of the relationships between brand image and brand personality constructs by using them together as positioning indicators in non- utilitarian needs contexts. They are corroborated as substantially different, but slightly overlapped with each other.Managerially, a new positioning theme for Dalian is suggested as‘the city of success, fashion and excitement'based on the findings. Also, deeper insights for Dalian's tourism authorities regarding the city's positioning-effectiveness monitoring and communication directions adjustment are provided." @default.
• W3152153931 created "2021-04-13" @default.
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• W3152153931 date "2014-01-01" @default.
• W3152153931 modified "2023-09-24" @default.
• W3152153931 title "Non-utilitarian Positioning for Seaside City Destinations: The Case of Dalian" @default.
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