Image selection in destination positioning: A new approach

Consumers’ images of a destination are built by a variety of influences, only some of which can be directly or indirectly attributed to destination marketing companies. In preparing to ‘launch’ Southern Queensland (Gold Coast, Brisbane and the Sunshine Coast) in the US market, Tourism Queensland undertook consumer studies to identify the images most likely to stimulate travel to the destination. Utilising this information, Tourism Queensland has been able to influence a wide group of stakeholders—including distribution channel members and media outlets—to use these images. This process has contributed to the development of the strongest possible image of the destination in this competitive market-place.