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Positioning Strategies of Countries as Tourist Destination - Essay Example

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Positioning Strategies of Countries as Tourist Destination

The other three most common names were Turkey, the Islands of the Bahamas and Thailand.
All these countries are assessed separately in the report. Turkey is assessed first. It is definitely a tourist destination, one that has a rich culture and one of the most fascinating histories. The heritage is amazing which is displayed in the great number of Turkish museums. The people are hospitable and family-oriented. This is all attractive for tourists and positions it as a striking destination for tourists interested in culture.
The Bahamas is assessed next. It is mainly a spot for vacationers who enjoy the beach, sand and sun. There is little attraction for other kinds of tourists though. There are no events and activities are limited to water sports.
Dubai is assessed next and it is definitely positioned as a luxury tourist destination. This is followed by Thailand which is very popular for its culture, cuisine and eco-tourism. The geographical structure is fascinating and attractive for many.
The population includes British citizens, male and female in a high-income community. A sample of 10 British was drawn from the population. This was not a random sample. Instead sampling was done using the systematic sampling method. This is also called interval sampling and it means that there is a fixed gap between selecting people. This is a very effective technique for sampling for surveys (Australian Bureau of Statistics, 2004).
In our sample, 6 of the respondents were male while the rest were female respondents. They all belonged to the higher income group. Their names have not been disclosed but other demographic characteristics are illustrated below in the table:

Payroll Manager
Assistant Sales
Finance Consultant
SME Entrepreneur
Hair Dresser

In our survey, the first person (from the first house) was selected randomly after which every tenth house was selected, out of which one person was selected for the sample. The following criteria were followed:
1. The family earned more than 50,000 pounds annually
2. Respondents were in the age bracket of 18-45
The main search tool was based on interviews. Questions in the interview were open-ended. They had no choice. The only restriction in the interview was the type of country chosen by me; exotic countries. People were asked which countries came to mind when I said the phrase 'exotic countries'. Data was successfully obtained from recorded tapes. Four countries that had the highest frequency were selected. Interviewees were informed before their answers were recorded and their permission was taken. Therefore, the research conducted was ethical research because informed consent was taken.
The interviewers, myself and a friend, had no connections or relations with the respondents to prevent demand-bias characteristics. We made sure to choose a town where we had no friends or relatives. Most respondents were comfortable with letting us interview them.
They answered enthusiastically too because we interviewed them now in the summer season, where most people make ...Show more


The positioning of a country as a tourist destination will be different for everyone according to their preferences and according to what they think is important for a holiday experience. The purpose of this report is to assess such positioning of four countries.
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Positioning Strategies of Countries as Tourist Destination essay example
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