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Positioning: The Example of the Lower Rio Grande Valley in the Winter Long Stay Destination Market

Paul C. Fakeye

Chi-Chuan Lue

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.

Journal of Travel Research, Vol. 31, No. 2, 20-26 (1992)
DOI: 10.1177/004728759203100204


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