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dc.contributor.authorAbodeeb, Jamila
dc.contributor.authorWilson, Erica
dc.contributor.authorMoyle, Brent
dc.date.accessioned2017-09-19T03:07:54Z
dc.date.available2017-09-19T03:07:54Z
dc.date.issued2015
dc.identifier.issn1750-6182en_US
dc.identifier.doi10.1108/IJCTHR-06-2014-0051en_US
dc.identifier.urihttp://hdl.handle.net/10072/171618
dc.description.abstractAbstract 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.en_US
dc.description.peerreviewedYesen_US
dc.languageEnglishen_US
dc.publisherEmerald Group Publishingen_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofpagefrom6en_US
dc.relation.ispartofpageto21en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalInternational Journal of Culture, Tourism and Hospitality Researchen_US
dc.relation.ispartofvolume9en_US
dc.subject.fieldofresearchTourist Behaviour and Visitor Experienceen_US
dc.subject.fieldofresearchcode150606en_US
dc.titleShaping Destination Image and Identity: Insights for Arab Tourism at the Gold Coast, Australiaen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
dc.description.versionPost-printen_US
gro.rights.copyright© 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.en_US
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