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Sabolovic, Melanie (2012) Re-positioning and re-branding of Therme Loipersdorf - Success or failure? [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

ABSTRACT

Recent developments in marketing strategy in the tourism industry have focused on destination branding. For much of the latter part of the last century, branding was a concept which appeared to apply only to tangible products and services. This is no longer the case.

With increasing competitiveness in national, regional and global tourism markets, there is a rising understanding of the importance of branding and market positioning in determining the success of individual tourist establishments within the market segments in which they operate.

Much of the research that has been carried out so far in the field of destination branding and brand differentiation has been on an industry-wide basis. Very limited work has been done in respect of distinct industry sub-sectors and market segments. Both because of my national background, and with the benefit of experience gained from many years of tourism operations management, I chose to identify a market segment that I would have the relevant grounding to study in detail.

The Spa tourism industry in Austria, my home country, provided the research opportunity for me. This centuries-old industry displays the contrasting attributes of traditional conservative service delivery with the modern customer/market driven pressures for adaptive strategies.

My thesis has focused on the diverse aspects of re-branding and market positioning in a uniquely challenging market segment which requires innovation and forward-thinking to survive intense market competitive pressures. Studying the re-branding and re-positioning efforts of a long-standing and market-leading organization provides the backdrop for better understanding the theoretical and practical drivers for the crucial importance of destination branding. The opinions, complaints, praises and recommendations of the key stakeholders have been elicited through a carefully structured combination of surveys so as to obtain the maximum value from direct experiences.

This thesis has been carried out with the invaluable participation of the senior management of the selected establishment. The research methodology, in particular the market research questions, reflect the close proximity that I was privileged to have to the management of the subject. Theoretical applications have been carefully chosen so as to highlight the applicability of previous studies to this field.

The outcome of this research confirms the many challenges of market repositioning and re-branding. Conventional approaches have been questioned, and judgment of the success or failure of these efforts have been made on the basis of the real life circumstances that are encompassed in the research.

Ultimately, it can be seen that the intensely dynamic nature of repositioning and branding necessitates a proper understanding of the many facets of this challenging field.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	26 Aug 2014 15:46
Last Modified:	21 Mar 2022 16:09
URI:	https://eprints.nottingham.ac.uk/id/eprint/25419

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