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 Destination or attraction. Which is more important?01.25.11 at 11:15 am by Mark ShipleyWe’re working on a branding project for a company that is planning to build a destination around a few existing attractions. One of those attractions is drawing over a million paid visitors a year, while two others are struggling. Initially, we were hired to address the as yet to be built/named destination’s brand position and identity. But after initial diagnosis, it appears that one of the struggling attractions has a brand positioning and promotion problem that may very well be the cause of its underperformance. This begs the question:Do you believe travelers choose the destination first and then which attractions to visit second, is it the other way around, or are both scenarios valid? And why do you feel this way? I'd love to hear your comments.
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Fascinating question; I'm not sure you can separate them. Here in Long Beach, Washington, most visitors choose the destination based on a wide variety of attractions and activities available. However, many wouldn't choose the destination were it not for its primary attraction: the beach.
Keleigh,
Sounds like that's true for Long Beach, as a physical attribute of the destination is the primary attraction. How about destinations with more commercially promoted attractions? Do the same rules apply?
Depends. Some tourists are not choosing Orlando for other than its attractions. Where as choosing a beach holiday in Goa, India, you never know what kind of attractions you will find. It is a question that cannot be answered.
I would say that both scenarios apply, dependant on on the profile of the traveller, family orientated travel here in South Africa is more attraction based on the physical attributes of the destinations especially with the beach and bush destinations which are the primary attractions
This begs the question I asked to local ski resorts, do people decide a destination or is it a plethora of local attractions??? Then ,after they decide """Let's go skiing""", do they pick by price or location or marketing???
Choosing a ski resort is definitely the destination that gets decided. Combination price, snow guarantee, and bars/nightlife. That's about it. Local attractions means nothing. One of the most popular destinations in the Alps is an artificial town build 1800 meters on a plateau. There is nothing but skiing and bars.....