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DESTINATION SALIENCE: A model of consideration and choice for Australian holiday travel

By Richard Trembath
DESTINATION SALIENCE: A model of consideration and choice for Australian holiday travel
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The study was undertaken to investigate the consideration and choice of Australian holiday destinations from a brand salience perspective. The primary objective was to describe a product category structure for Australian holiday destinations. A qualitative research methodology was adopted in which a total of 20 semi-structured face-to-face interviews were conducted with residents of Sydney and Melbourne. The results of the research provide examples of domestic holiday travel within a framework based on benefits sought, relevant experiences, travel context, destination attributes and destination set.
The study was undertaken to investigate the consideration and choice of Australian holiday destinations from a brand salience perspective. The primary objective was to describe a product category structure for Australian holiday destinations. A qualitative research methodology was adopted in which a total of 20 semi-structured face-to-face interviews were conducted with residents of Sydney and Melbourne. The results of the research provide examples of domestic holiday travel within a framework based on benefits sought, relevant experiences, travel context, destination attributes and destination set. Reduce

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  • allacorntiles@yahoo.com

    allacorntiles@yahoo.com 3/5/2012 7:32:47 PM

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Pearls of Wisdom

In 2008/09, $4.8 billion was spent by visitors in the region - 54% was by domestic overnight visitors.