Establishing vectors for urban product positioning: the role of tourist boards in pulling it all together

Abstract

The positioning of a place constitutes a crucial cornerstone in destination management as the conveyed image is clearly an important influencer in buyers’ decision making. This paper focuses on how image is developed and managed in medium-sized urban areas. Two cases illustrate how local tourist boards define the key vectors underpinning the promotion and position of their regions as attractive destinations. This article discusses and comments upon the underlying strategies and their implementation in such urban centers. Managerial implications and avenues for future research are presented.