Dictionary of Geotourism

2020 Edition
| Editors: Anze Chen, Young Ng, Erkuang Zhang, Mingzhong Tian

Tourism Market Positioning

Reference work entry
DOI: https://doi.org/10.1007/978-981-13-2538-0_2543

Tourism market positioning includes the judgements about the prospects of the sales of tourism products. Based on research and tourism market segmentation, we can understand each tourist destination’s main target market segments and analyse the changes in their market share and the trends of development in each segment over different time periods. This can be achieved through evaluations of the scale, marketing potential and demand of the market segments and the strengths, weaknesses, opportunities and challenges of local tourist attractions. The tourism market is generally divided into primary markets, secondary markets and tertiary markets, which are also known as core markets, medium-distance markets and long-distance markets, respectively. Markets can also be divided into main markets, marginal markets and opportunity markets.

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