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Positioning a Province Using Travel Research

What benefits does Nova Scotia give its visitors that the visitors perceive to be important and unique? How should Nova Scotia be positioned in the minds of members of its largest market segment? A benefit-matching model and positioning strategy are used to answer these questions. The discussion is illustrated with examples of positioning strategies for Canada, Belgium, South Carolina, and Nova Scotia.

Journal of Travel Research, Vol. 20, No. 3, 2-6 (1982)
DOI: 10.1177/004728758202000301


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