Profiling Australian visitors to Norfolk Island

Crosswell, Melanie, and Prideaux, Bruce (2004) Profiling Australian visitors to Norfolk Island. In: Proceedings of the CAUTHE National Conference 2004. pp. 154-165. From: CAUTHE National Conference 2004, 10-13 February 2004, Brisbane, QLD, Australia.

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This paper reports on research undertaken to establish a socio-demographic profile of Norfolk Island. Prior to this research the Island's tourism industry has not had available a detailed profile of its visitors or their motivations for travelling to the destination and had in the absence of data of this nature relied on assumptions about the market. Before conducting a visitors survey members of the Island's tourism industry were interviewed and the assumptions they relied on for developing marketing strategies were identified. Many of the assumptions were not valid. As one example the industry assumed that most visitors had visited the Island previously. Findings indicated that only 18% of the survey respondents fell into this category.

Item ID: 7590
Item Type: Conference Item (Research - E1)
ISBN: 978-1-86499-758-3
Keywords: heritage; marketing; motivation; Norfolk Island
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Date Deposited: 08 Apr 2010 23:48
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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