The paper by Pike and Ryan (2004) explores destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. The study aims to identify the market positions held by a competitive set of destinations in New Zealand's North Island, focusing on short break holidays from Auckland. The authors use importance-performance analysis (IPA) for cognition, an affective response grid for affect, and stated intent to visit for conation. The results reveal distinct leadership positions for Rotorua and Coromandel, with Rotorua excelling in infrastructure and Coromandel offering relaxation and natural beauty. The study suggests that effective positioning requires a focused and consistent message, and that affective messages can be used to trigger memories of positive attributes. The findings highlight the importance of understanding how destinations are perceived in specific travel contexts and the need for DMOs to target their marketing efforts effectively.The paper by Pike and Ryan (2004) explores destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. The study aims to identify the market positions held by a competitive set of destinations in New Zealand's North Island, focusing on short break holidays from Auckland. The authors use importance-performance analysis (IPA) for cognition, an affective response grid for affect, and stated intent to visit for conation. The results reveal distinct leadership positions for Rotorua and Coromandel, with Rotorua excelling in infrastructure and Coromandel offering relaxation and natural beauty. The study suggests that effective positioning requires a focused and consistent message, and that affective messages can be used to trigger memories of positive attributes. The findings highlight the importance of understanding how destinations are perceived in specific travel contexts and the need for DMOs to target their marketing efforts effectively.