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Alignment with Destination Planning

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.Read more

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:

  • Align with one of the core target markets of the destination based on the markets needs and expectations;
  • Deliver a product / experience that is aligned with the visitor perceptions of the destination, as demonstrated by the Australian Wine Tour Co that identified the demand for food and wine day tours through the Yarra Valley;
  • Business Operation Tip

    Understanding the tourism network in which a business operates will assist in identifying partnerships, alliances and cooperative marketing opportunities.

  • Deliver a service level that is aligned with the visitor’s expectations of the destination;
  • Align with the destination’s brand and the marketing messages presented to the visitor markets of the destination; and
  • Align with the risk and crisis management strategies of the region or destination.

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.

 

For further information on tourism planning, development and management at a destination level please visit the Sustainable Destinations and Communities’ section of the portal. Reduce

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