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Author(s): R. D. Sharma
Abstract:
The paper is based on a national study of the ‘Short-break holiday market in
Australia’.
It was conducted on behalf of the Sustainable Tourism Cooperative
Research Center (STCRC).
The study relates to specific market segments and
examined a range of issues including: consumer attitude and behavior of the
short-break holiday market; destination choice sets of that market; market
potential vis-ŕ-vis other travel and leisure offerings; destination attributes.
Primary data was obtained by conducting local focus groups with actual and
potential short break tourists in the relevant areas, followed by interviews with
local tourist associations and industry representatives regarding current market
and product strategies and possible adjustments to the evolving economic
conditions.
A key finding (the focus of this paper) indicates significant
conceptual divide between the demand and supply side responses in terms of
their understanding of the dimensions and key issues of ‘short break holidays’.
Consumers view this in a very broad manner compared to a more precise
definition provided by the industry stakeholders.
This disparity has obvious
implications in terms of the relevance of strategies deployed by the industry
stakeholders.
Keywords:
short break holidays, definition, Northern Territory, focus group.
1 Introduction:
‘Short break’ has emerged as a significant holiday activity in various global
market segments.
In Australia ‘destination marketing organisations’ (DMO)
aggressively promote key destinations for short break holidays.
Many industry
...
Pages: 8
Size: 2,849 kb
Paper DOI: 10.2495/SW100691
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