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What is Re-Positioning

Chapter 23
Handbook of Research on Digital Communications, Internet of Things, and the Future of Cultural Tourism
Act of replacing the current brand image in the consumer’s mind by the desired brand image from the supply side.
Published in Chapter:
Post-Pandemic Re-Positioning in a Cultural Tourism City: From Overtourism to E-Tourism
Monica Coronel (Corvinus University of Budapest, Hungary), Árpád Ferenc Papp-Váry (Budapest Metropolitan University, Hungary), Ivett Pinke-Sziva (Corvinus University of Budapest, Hungary), Zombor Berezvai (Corvinus University of Budapest, Hungary), and Melanie K. Smith (Budapest Metropolitan University, Hungary)
Copyright: © 2022 |Pages: 20
DOI: 10.4018/978-1-7998-8528-3.ch023
Abstract
The aim of the chapter is to provide recommendations for cities that are aiming to reposition themselves in the post-pandemic period in terms of image, product development, and the attraction of different segments of visitors. It is aimed at those readers who seek to understand the role that digital tools can play in the information provision and promotion of cities, especially for younger tourists who may have been more attracted by night-time activities in the pre-COVID period and who could be redirected to other activities or areas in future strategies. A case study of Budapest is presented that is typical of a European cultural tourism destination that has also suffered from overtourism in recent years. Primary data is used to identify tourists' preferred activities in the destination as well as their choice of digital tools for finding information and optimizing experiences. Both theory and primary data are used to make recommendations for repositioning cultural cities post pandemic with the assistance of appropriate digital tools.
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Chapter 4
Responding to COVID-19 Pandemic: Applying the Dynamic Capability Framework in University Libraries
To Zahid and Raja (2014: 59), if clients consider a brand boring (lack of interest in that brand even though there are different integrated marketing communications), then, re-positioning needs to be performed to find a new and improved identity in the market. Putting the concept in context, re-positioning can be the strategy to improve the library brand.In this study, re-positioning refers to identifying the right markets and the right positioning within the selected academic, determining the right strategies (marketing vehicles and brand differentiation) to establish academic libraries as a market leader. Beyond that, aligning library staff, brand, and library services to digital library services are another means of re-positioning academic libraries (Zahid and Raja, 2014).
Published in Chapter: Responding to COVID-19 Pandemic: Applying the Dynamic Capability Framework in University Libraries; From: Handbook of Research on Library Response to the COVID-19 Pandemic
Full Text Chapter Download: US $37.50 Add to Cart
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