This paper presents a study of destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. The study focuses on five competitive destinations in New Zealand's North Island: Bay of Islands, Coromandel, Mount Maunganui, Rotorua, and Taupo. The research aims to identify the positions of these destinations in terms of attractiveness to consumers, based on their cognitive, affective, and conative perceptions. Cognitive perceptions were measured using a factor analytic adaptation of importance-performance analysis (IPA). Affective perceptions were assessed using an affective response grid, while conative perceptions were measured by respondents' stated intent to visit. The results showed that Rotorua and Coromandel held distinct leadership positions on different dimensions of destination attractiveness. Rotorua was positioned as the destination offering 'the good life/infrastructure', while Coromandel was positioned as the destination offering 'getting away from it all'. The study found that the alignment of cognitive, affective, and conative perceptions provided a practical means for destination marketers to identify the features of their product range that could be developed to differentiate their destination in a meaningful way to consumers. The results also showed that affective perceptions were an important factor in destination selection, and that effective positioning is a mutually beneficial process for both the marketer and the consumer. The study highlights the importance of understanding how a destination is perceived to perform on attributes deemed important to the target audience, relative to the competition. It also emphasizes the need for more in-depth analyses of the characteristics of short break holiday activities, including the relationship between perceptions, stated intent to visit, and actual travel. The findings suggest that destination marketers should focus on developing the features of their product range that are most important to their target audience, and that effective positioning requires a clear understanding of the competitive landscape. The study also suggests that the use of affective messages in promotional themes may be effective in attracting previous visitors, while cognitive elaboration may be necessary for individuals with no previous experience at the destination.This paper presents a study of destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. The study focuses on five competitive destinations in New Zealand's North Island: Bay of Islands, Coromandel, Mount Maunganui, Rotorua, and Taupo. The research aims to identify the positions of these destinations in terms of attractiveness to consumers, based on their cognitive, affective, and conative perceptions. Cognitive perceptions were measured using a factor analytic adaptation of importance-performance analysis (IPA). Affective perceptions were assessed using an affective response grid, while conative perceptions were measured by respondents' stated intent to visit. The results showed that Rotorua and Coromandel held distinct leadership positions on different dimensions of destination attractiveness. Rotorua was positioned as the destination offering 'the good life/infrastructure', while Coromandel was positioned as the destination offering 'getting away from it all'. The study found that the alignment of cognitive, affective, and conative perceptions provided a practical means for destination marketers to identify the features of their product range that could be developed to differentiate their destination in a meaningful way to consumers. The results also showed that affective perceptions were an important factor in destination selection, and that effective positioning is a mutually beneficial process for both the marketer and the consumer. The study highlights the importance of understanding how a destination is perceived to perform on attributes deemed important to the target audience, relative to the competition. It also emphasizes the need for more in-depth analyses of the characteristics of short break holiday activities, including the relationship between perceptions, stated intent to visit, and actual travel. The findings suggest that destination marketers should focus on developing the features of their product range that are most important to their target audience, and that effective positioning requires a clear understanding of the competitive landscape. The study also suggests that the use of affective messages in promotional themes may be effective in attracting previous visitors, while cognitive elaboration may be necessary for individuals with no previous experience at the destination.