Profiling four wheel drive tourism markets for desert Australia

Taylor, Andrew, and Prideaux, Bruce (2008) Profiling four wheel drive tourism markets for desert Australia. Journal of Vacation Marketing, 14 (1). pp. 71-86.

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Abstract

Sales of four wheel drive (4WD) recreational vehicles in Australia continue to grow at a faster rate than for other vehicle types. Meanwhile anecdotal reporting suggests there is a growing demand for 4WD tourism experiences to Australia's desert areas. To date there has been no segmentation of 4WD tourism markets and this has encouraged destination marketing organizations and product developers in desert areas to adopt a broad-brushed approach for attracting visitors. In this article we present findings from focus groups and surveys of 4WD enthusiasts conducted at large 4WD shows to propose a segmentation of the market. The findings emphasize that the market is not homogeneous. For desert areas, the Explorer-traveller segment expresses a high favourability for trips there; however, other segments are important. Those directly and indirectly involved in 4WD tourism should benefit from applying this understanding to develop products and experiences which reflect the motivations and experiential aspirations of their target segments.

Item ID: 6745
Item Type: Article (Refereed Research - C1)
Keywords: desert tourism; four wheel drive tourism; segmentation; self drive
ISSN: 1479-1870
Date Deposited: 25 Feb 2010 05:57
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150605 Tourism Resource Appraisal @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
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