• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Shaping Destination Image and Identity: Insights for Arab Tourism at the Gold Coast, Australia

    Thumbnail
    View/Open
    103163_1.pdf (442.7Kb)
    Author
    Abodeeb, Jamila
    Wilson, Erica
    Moyle, Brent
    Year published
    2015
    Metadata
    Show full item record
    Abstract
    Abstract Purpose - This paper aims to explore how destination image can be shaped, created and crafted, from an induced-source, supply-side perspective to better cater to Arab visitors, drawing on empirical research conducted on the Gold Coast, Australia. Design/methodology/approach - Two sequential stages of research were implemented. The first stage conducted an analysis of websites to compare and contrast the image of the Gold Coast projected with the image perceived by Arab visitors. The second stage conducted semi-structured interviews with professionals from two destination marketing organisations (DMOs) directly responsible for marketing the Gold Coast to Arab visitors. Findings - Key findings indicate that the DMOs sought to portray a strong destination brand to Arab visitors, specifically around its current branding of "Gold Coast: Famous for Fun". The Gold Coast has highly evolved strategies to target Arab visitors, including productive working relationships between DMOs and strategic partnerships with tourism organisations in the Arab world. However, analysis of websites revealed some incongruence between core attractions. Arab websites emphasise the beach more than do the Australian, state and local DMOs, and entertainment did not rate as highly as the need for beaches, shopping and accommodation. Research limitations/implications - Importantly, this research highlights the need for DMOs to clearly understand the needs of Arab visitors and integrating such information into targeted marketing campaigns aligned with the core destination brand. Originality/value - The contribution of this research is in providing a more nuanced understanding of the importance of using culture as a key segmentation tool not only to help attract more tourists but to assist DMOs to understand the special needs of various cultures in the destination.
    Journal Title
    International Journal of Culture, Tourism and Hospitality Research
    Volume
    9
    Issue
    1
    DOI
    https://doi.org/10.1108/IJCTHR-06-2014-0051
    Copyright Statement
    © 2015 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Tourist Behaviour and Visitor Experience
    Publication URI
    http://hdl.handle.net/10072/171618
    Collection
    • Journal articles

    Footer

    Social media

    • Facebook
    • Twitter
    • YouTube
    • Instagram
    • Linkedin
    First peoples of Australia
    • Aboriginal
    • Torres Strait Islander

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E

    Tagline

    • Gold Coast
    • Logan
    • Brisbane
    • Australia