The Sustainable Tourism Cooperative Research Centre (STCRC) has an extensive body of research into understanding consumer choice and behaviours. This research has shown that visitors commonly select a holiday destination not based on a particular product but rather on the range of experiences, products and services offered by a destination, region or country. It is therefore important that a business understands the marketing proposition and experience offer of their own region or destination to ensure consistency and also identify ways to promote their business as a key experience within the destination. To maximise exposure to target markets and desirability to visitor markets, a business’ strategic planning process should:
Understanding the tourism network in which a business operates will assist in identifying partnerships, alliances and cooperative marketing opportunities.
Understanding the tourism network in which a business operates is also important in identifying partnership opportunities, strategic alliances and cooperative marketing opportunities with other industry stakeholders. One of the landmark reports produced by the STCRC analysed the structure of the tourism sector in several regions across Australia. The report, The Network Structure of Tourism Operators in Three Regions of Australia, provides methodologies for assessing the relationships between tourism organisations in a destination and how these relationships influence destination structure, information exchange and collaborative management.
The aim of this research was to explore and compare choice behaviours of different consumers for specific domestic and overseas destinations offering a particular set of holiday experiences. The selected eight destinations represent the whole range of option types for ...
The aim of this study was to develop an insight into the importance and impact of the attributes which shape the competitiveness of tourism destinations. Some of this research has focussed on particular elements of destination competitiveness, such as price ...
This report provides a summary of three individual project components that identify the interaction between tourism organisations in the study regions. This interaction was found by determining the networks of relationships between organisations. This report compares the three individual projects ...
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