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dc.contributor.authorTkaczynski, Aaron
dc.contributor.authorRundle-Thiele, Sharyn
dc.date.accessioned2019-09-23T01:33:28Z
dc.date.available2019-09-23T01:33:28Z
dc.date.issued2019
dc.identifier.issn2212-571X
dc.identifier.doi10.1016/j.jdmm.2019.02.001
dc.identifier.urihttp://hdl.handle.net/10072/387628
dc.description.abstractLimited research has been undertaken to ascertain whether researcher-driven segmentation strategies match the types of tourists targeted by destination marketing organisations (DMOs) in their marketing plans. This omission provided the impetus for this regional spotlight. Based on a sample of 634 self-drive tourists to a regional destination, three valid segments were produced. Comparison of the segments identified using the researcher-driven approach indicated significant differences in age, travel party composition (TPC) and origin. DMOs may be missing the mark, given that the researcher-driven approach identified the proximal mid-aged family segment as the primary segment, even though this segment is not being prioritised by the DMO.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofpagefrom12
dc.relation.ispartofpageto14
dc.relation.ispartofjournalJournal of Destination Marketing & Management
dc.relation.ispartofvolume12
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchPolicy and Administration
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode1506
dc.subject.fieldofresearchcode1605
dc.subject.keywordsSocial Sciences
dc.subject.keywordsHospitality, Leisure, Sport & Tourism
dc.subject.keywordsManagement
dc.subject.keywordsSocial Sciences - Other Topics
dc.subject.keywordsBusiness & Economics
dc.titleIs destination marketing missing the mark? A Fraser Coast segmentation analysis
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationTkaczynski, A; Rundle-Thiele, S, Is destination marketing missing the mark? A Fraser Coast segmentation analysis, Journal of Destination Marketing & Management, 2019, 12, pp. 12-14
dc.date.updated2019-09-23T01:30:34Z
gro.hasfulltextNo Full Text
gro.griffith.authorRundle-Thiele, Sharyn


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