Knowledge Applications for Competitive Destinations: a visitor Experience Value Chain Approach1

4. COMPETITIVE POSITIONING

While Jordan can competitively bring many products to the marketplace, one comparative advantage stands potentially dominant overall – the iconic nature of its major heritage and natural landscape products that have already established strong images and are potential motivators for key growth segments.

The heart and roots of the Jordanian nation are in its natural landscapes. They are dominant, stable and enduring in a changing world. Furthermore, they define the sense of place and common interest of the Jordanian people, and they hold a historic patrimony that is important to the world’s major religions.

This incredibly strong unique selling proposition can be linked directly to key growth market segments and “pull factors”, which can build motivational “high retention” images (retained good images) essential to support successful marketing.

These are: -

• 
  The Dead Sea
  
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  The Holy Land – Religious Clusters: Biblical, Christian, and Muslim.
  
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  Petra
  
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  Wadi Rum
  
• 
  Jerash
  

To achieve the doubling of the tourism economy, Jordan will need substantial investment to upgrade products and to create new innovative visitor experiences. The level of investment required may not be achievable unless the Government establishes conditions that will allow the Private Sector to invest in and manage public assets. The recommended framework for Jordan should have the following distinctive elements.

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  Tourism Centres
  
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  Developing New Tourism Areas
  
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  Special Interest Tourism Attractions
  
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  Protected Area Natural and Cultural Sites
  
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  Touring Routes – Primary and Secondary
  
• 
  Entry and Exit Points