Positioning: The Example of the Lower Rio Grande Valley in the Winter Long Stay Destination Market
- 1 October 1992
- journal article
- research article
- Published by SAGE Publications in Journal of Travel Research
- Vol. 31 (2) , 20-26
- https://doi.org/10.1177/004728759203100204
Abstract
A primary target market for the subtropical lower Rio Grande Valley region of South Texas is long-stay winter visitors from the midwest states. This target market is aggressively pursued by other destinations with warm winter temperatures. This article describes a six-stage process that was used to develop a position for the Valley which is unique in the minds of its prospective target market visitors, clearly differentiating it from its competitors.Keywords
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