Leveraging low-cost marketing techniques such as PR and media and cooperative marketing as well as dedicated marketing campaigns is important in achieving greater return on investment.
The Sustainable Tourism Cooperative Research Centre has undertaken a number of research projects in modelling and assessing destination competitiveness to identify key destination strengths and opportunities and develop appropriate marketing messages for consumers.
The objective of this study was to quantify the effects of marketing expenditure by the Australian Tourist Commission, integrated into Tourism Australia (TA) from 1 July 1994. Co-integration analysis and dynamic modelling approach are used to estimate the elasticity ...
This report proposes a model and survey instrument for assessing a destination's competitiveness in the tourism market. The conceptualisation work and instrument, called the Destination Competitiveness Inventory (DCI), were derived as a result of field trips to Singapore, Japan and ...
The objective of this study was to quantify the long-term effects of advertising on tourism demand. A single equation demand model is specified which includes advertising as an explanatory variable along with other economic determinants of demand, prices and incomes. ...
The objective of this report is to provide a framework for the sustainable development of the travel and tourism industry in the APEC region, through public/private partnerships, and to deliver a sustainability strategy for tourism destinations.
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