Experiential brand positioning: Developing positioning strategies for beach destinations using online reviews
2
Issued Date
2022-01-01
Resource Type
ISSN
13567667
eISSN
14791870
Scopus ID
2-s2.0-85129504565
Journal Title
Journal of Vacation Marketing
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Vacation Marketing (2022)
Suggested Citation
Taecharungroj V. Experiential brand positioning: Developing positioning strategies for beach destinations using online reviews. Journal of Vacation Marketing (2022). doi:10.1177/13567667221095588 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/84015
Title
Experiential brand positioning: Developing positioning strategies for beach destinations using online reviews
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
This research analysed tourist experiences on beaches and suggested appropriate brand positioning for Thai beach destinations. A new destination positioning method was proposed involving a topic modelling algorithm, hierarchical clustering and textual analysis using data from 75,500 TripAdvisor reviews. Eleven tourist experiences and five clusters of distinctive beach destinations were identified. Findings suggested that the Tourism Authority of Thailand should replace their current “all-in-one” message with strategic and relevant communications to strengthen brand positioning by reinforcing the positive experiences and improving the negative aspects of beach tourism. Experiential brand positioning can assist DMOs to differentiate destinations as multi-faceted and dynamic.