The challenge for products that do not fit the destination image

How do tourism products that do not match the destination's image manage to survive in a highly competitive world? Many do not, while others struggle along for years, never really being totally viable, but holding out enough hope that one day they may be. It is a challenge that vexes many special interest operators, in particular, that are trying to carve out businesses in a micro and macro competitive environment that seems inimical to their success. They face the dual challenge of, at the micro level, trying to create awareness of their product offerings in a destination that does not see value in that type of product, and at the macro level, having to compete with similar products in other destinations where the destination image and product offerings are compatible. This paper discusses the dual nature of that challenge, by proposing two frameworks. The first presents a continuum of the relationship between destination image and tourism products, while the second presents a conceptual model outlining challenge facing products when non-alignment of destination image occurs. • Highlights the challenge faced by products that do not match their destination image. • Destinations will not provide much marketing support for products that may confuse consumers. • Similar products in other destinations will likely appear on tourists' choice sets first. • Presents a continuum of products that match the destination image. • Presents a visual representation of the dual challenge they face.