Destination Competitiveness: An Exploratory Examination of South Australia's Core Attractions

Abstract

Competitive analysis of destinations is rapidly gaining in importance in the strategic positioning and marketing planning of destinations. Thus far, relatively few tourism studies have utilised competitiveness as an assessment tool. This paper uses a qualitative approach toward evaluating South Australia’s competitiveness in the Australian domestic tourism context. Based on interviews with travel agents, who are traditionally information gatekeepers and a crucial component of the distribution channel, this paper reveals that South Australia is only in a strong position with respect to two out of eight core attractions emphasised in that state’s tourism promotion material. Apart from the wine industry and the ‘big river’ theme associated with the Murray River, none of the state’s other tourism features is recognised within the market.