Consumer choice process for holidaying in Tropical North Queensland

Athiyaman, Adee (2004) Consumer choice process for holidaying in Tropical North Queensland. In: Proceedings of ASBBS 7th International Conference, pp. 721-731. From: ASBBS 7th International Conference, 6 - 7 August 2004, Cairns, QLD, Australia.

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Abstract

On May 17, 2004, the Australian Tourism Commission launched its brand Australia campaign estimated to cost $360 million for the next 4Y2 years (The Australian, May 21,2004). Earlier, Sydney launched the "There is no place in the world like Sydney" advertising campaign aimed at positioning Sydney as Australia's only world city (The Australian, May15-16, 2004). Given the attraction of tourism income to communities: for instance, tourism contributes $2.2 billion annually to the Queensland's economy (see OESR's Census Bulletin, No.3, May 2003), it could be said that it is only a matter of time before all cities and regions in the nation start implementing marketing programs aimed at attracting tourists to their communities.

In order to develop marketing strategy for a holiday destination, it is necessary to address questions such as "what characteristics of holiday destinations do visitors consider in choosing a destination", and "what is the relative influence of each of those attributes on destination choice." This paper addresses these questions for Cairns: a holiday destination in the Tropical North Queensland (TNQ) region.

Item ID: 14739
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: consumer choice; tourism; Tropical North Queensland
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ISBN: 978-0-646-43717-0
Date Deposited: 07 Nov 2010 23:34
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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