Quebec City Positioning Strategy

The aim of the paper is to suggest a strategy for destination branding for Quebec City of Canada through the implementation of theoretical understanding and critical analysis to reflect innovative suggestions for the tourism industry. It originates through the definition of destination and destination marketing organisation with a brief overview of Quebec City. The next section of the paper is discussing the main resources and probable stakeholders of the selected destination along with which the destination brand is also discussed. The paper is then providing a discussion for proposed brand depending on the research conducted in the paper. The proposed brand is discussed in the paper to enhance the brand’s sustainability so as to achieve competitive

The approximate population of the selected destination is more than 700,000 due to which the Quebec City is found to be among ten largest cities in Canada. The Quebec City is stretched from the seashores of St Lawrence, which is one of the largest rivers in the ecosphere located in the north to the slopes of Laurentians. The Quebec City is known for the suggested destination among tourists to visit any season of the year. The city is enclosed within rivers divided into two parts namely Upper Town and Lower Town. Quebec City is also renowned as the notable crossroad between culture and geography and the city should be called as a connection between Europe and America. The city undoubtedly has sufficient amount of history, culture, and custom but it is also known for sharing the modernism of the current era (Canadalegal.info ,

Quebec City Tourism or QCT is referred to as the sales and marketing organisation for the selected destination and it is accountable for the promotion of tourism through the tour organisers, travel managers, and media for the consistent economic benefits of the city. On the other hand, Commissariat aux relations internationals de la Ville de Quebec is known for promoting the city on international levels (Canadian Tourism Commission, 2007). This DMO establishes a link between municipalities and social and economic services for highlighting the issues to boost the development and growth of the city. CTC is known as the organisation working for encouraging the entire world to explore Canada including Quebec City. The organisation further promotes the selected destination by ensuring the most benefits from the winter products so as to capitalise on the snowy experiences. For instance, Ice Hotel in Quebec City has adopted the concept of snow in an exceptional way to rejoice the winter. CTC works in collaboration with the tourism industry of Canada to implement effective programs of marketing to improve their brand, research, and product innovation and enhancement or PIE (Canadian Tourism