Why are the outer islands in the South Pacific popular with some tourists and not with others?: the Vanuatu example

Cassidy, Frances, Brown, Les, and Prideaux, Bruce (2006) Why are the outer islands in the South Pacific popular with some tourists and not with others?: the Vanuatu example. In: Proceedings of the 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development (2), pp. 170-177. From: 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development: Business Across Borders in the 21st Century, 10-13 July 2006, Paris, France.

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Abstract

The research reported in this paper sought to identify the key determinants of small island tourism in the Pacific region because of the unique problems faced by such small islands in an era of mass tourism. It thereby addresses a gap in the literature. In investigating this problem, the opinions of 185 Australian tourists were surveyed as they returned from holidaying in Vanuatu. This sample included those who had visited outer islands such as Espiritu Santo as well as those who had not ventured beyond the main island of Efate. Findings indicated that to both samples, the cost of airfares was a very important influence on the decision to visit the region. However, those who did not travel to an outer island felt that additional advertising and marketing as well as more exposure in travel brochures was required, whereas those who did visit outer islands considered that cultural awareness was the most important factor influencing their decision. The need for higher standards of accommodation and improved awareness of tourists' needs as other significant influences were also identified.

Item ID: 4256
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: South Pacific; tourism; Vanuatu
ISBN: 0-9752272-1-1
Date Deposited: 21 Oct 2009 01:37
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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