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  • National Marketing Strategies in International Travel and Tourism

    Author(s)
    M. Riege, Andreas
    Perry, Chad
    Griffith University Author(s)
    Riege, Andi
    Year published
    2000
    Metadata
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    Abstract
    Focuses on how national travel and tourism authorities can market a country as a tourist destination, with particular reference to the marketing of Australia and New Zealand to target markets in Germany and the United Kingdom. These two nations in Europe are by far the most important tourist generating countries for Australia and New Zealand and there has been a recent substantial increase in the value of international travel and tourism revenues and promising future prospects. However, there is little research emphasising specific marketing and distribution strategies that may be applied by travel and tourism organisations, ...
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    Focuses on how national travel and tourism authorities can market a country as a tourist destination, with particular reference to the marketing of Australia and New Zealand to target markets in Germany and the United Kingdom. These two nations in Europe are by far the most important tourist generating countries for Australia and New Zealand and there has been a recent substantial increase in the value of international travel and tourism revenues and promising future prospects. However, there is little research emphasising specific marketing and distribution strategies that may be applied by travel and tourism organisations, airlines and intermediaries to market a tourist destination successfully in overseas markets. This research collected data using in-depth interviews with 41 experienced practitioners in Germany, the UK, Australia and New Zealand, and analysed the data with a rigorous case study methodology. The results of this research assist in clarifying the conceptual issues provided in the literature, linking theoretical marketing knowledge about strategies in the discipline of international travel and tourism marketing.
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    Journal Title
    European Journal of Marketing
    Volume
    34
    Issue
    11/12
    DOI
    https://doi.org/10.1108/03090560010348452
    Subject
    Commerce, Management, Tourism and Services
    Publication URI
    http://hdl.handle.net/10072/33383
    Collection
    • Journal articles

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