Destination Image (Dominican Republic)

von: Sine Heitmann

CONTENT

INTRODUCTION
– SHORT OVERVIEW

CURRENT IMAGE OF THE DOMINICAN REPUBLIC

REPOSITIONING STRATEGIES

Destination Image and Destination Branding
Destination Positioning
Positioning approaches
1. High-value all-inclusive resorts
2. Nature based tourism
3. Heritage tourism
4. Cultural tourism

CONCLUSION

BIBLIOGRAPHY
 

INTRODUCTION

Tourism is an imagery-based industry; "its overriding concern is to construct, through multiple representations of paradise, an imagery (of the destination) that entices the outsider to place himself or herself into the symbol-defined space" (Buck, 1993, in Laws, 2002:62). In its basics, image can be defined as the sum and beliefs, attitudes, and impressions that a person has of an object (the destination). These impressions may be true or false, real or imagined. However, whether they are right or wrong, images guide and shape behaviour (Barich & Kotler, 2000) and have significant influence on the decision and purchase making process (e.g. Baloglu and McCleary 1999; Hunt 1975; Pearce 1982; Woodside & Lysonsky, 1989).

Image is the key construct in destination positioning (Pike & Ryan, 2004). According to Kotler & Fox, there are four steps in the positioning strategy development (1985, in Heath & Wall, 1992:119):

Following these steps, the structure of this work will encompass three major parts: Firstly, the current image of the Dominican Republic will be assessed, also referring to its position with regard to its main competitors. Secondly, the positioning strategy and different approaches will be outlined in order to, thirdly, provide recommendations on how the Dominican Republic can reposition itself and its image in the minds of Western society′s customers.

– SHORT OVERVIEW

The Dominican Republic occupies the Eastern two thirds of the second largest island (Hispaniola – La Isla Espanola) in the Caribbean (after Cuba). More detailed facts and figures can be found in the Appendix I.

Source: http://www.online96.com/caribbean/464-view-1MapofCaribbean-photo [Abbildung in der Downloaddatei vorhanden]

Tourism development in the Caribbean (with only some exceptions) has been characterised by a foreign dominance with regard to capital and management, import of technology, goods and services, with only limited involvement of the local private sector. Furthermore, foreign dominance is notable in marketing activities (by travel agencies and airline industry). (Conway, 1993)

The Dominican Republic supplies - like its neighbours - a specific segment of the global tourism demand: sun, sea and sand tourism. Although being a latecomer to the tourism industry, it has outpaced the region′s destinations. (Vial et al, 2002) In 2004, 2,866 Mio international tourists came to the Dominican Republic – second only to Puerto Rico (BCRD, 2005). Most important generating countries are North America (USA, Canada) and Europe (France, Germany, Spain, England) (see Appendix II).

CURRENT IMAGE OF THE DOMINICAN REPUBLIC

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