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Development of Positioning Taxonomy for a Tourist Destination Ladakh, India

Development of Positioning Taxonomy for a Tourist Destination Ladakh, India

Natasha Saqib
Copyright: © 2019 |Pages: 44
ISBN13: 9781522572534|ISBN10: 1522572538|ISBN13 Softcover: 9781522586326|EISBN13: 9781522572541
DOI: 10.4018/978-1-5225-7253-4.ch010
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MLA

Saqib, Natasha. "Development of Positioning Taxonomy for a Tourist Destination Ladakh, India." Positioning and Branding Tourism Destinations for Global Competitiveness, edited by Rahmat Hashim, et al., IGI Global, 2019, pp. 212-255. https://doi.org/10.4018/978-1-5225-7253-4.ch010

APA

Saqib, N. (2019). Development of Positioning Taxonomy for a Tourist Destination Ladakh, India. In R. Hashim, M. Mohd Hanafiah, & M. Jamaluddin (Eds.), Positioning and Branding Tourism Destinations for Global Competitiveness (pp. 212-255). IGI Global. https://doi.org/10.4018/978-1-5225-7253-4.ch010

Chicago

Saqib, Natasha. "Development of Positioning Taxonomy for a Tourist Destination Ladakh, India." In Positioning and Branding Tourism Destinations for Global Competitiveness, edited by Rahmat Hashim, Mohd Hafiz Mohd Hanafiah, and Mohd Raziff Jamaluddin, 212-255. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7253-4.ch010

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Abstract

Positioning strategies designed by organizations for the destinations might fail when implemented if they are designed from the organization's perspective and not from the consumers' perspective. The chapter develops a positioning taxonomy for a tourist destination by measuring the perception and satisfactions of consumers of the tourism product of Ladakh, India and identifies potential niche markets that could be used in the development of the destination's positioning strategy. Self-completion questionnaires were distributed to tourists visiting the region. Data from 468 completed questionnaires were analyzed quantitatively. Results indicate three positioning strategies for the tourist destination: adventures and sports, natural attractions, and cultural attractions. Also four possible niche markets are identified that can inform the development of the destination's positioning strategy: adventure tourism, cultural tourism, nature-based tourism, and wildlife tourism.

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