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Regional Branding: Perspectives of tourists in Australia

Conference Paper


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Abstract


  • This paper aims to explore the overlap and gap between the communication efforts of destination marketing organisations (DMO)’s and consumer perspectives of tourism destination within Australia. This paper applies qualitative and quantitative methodologies. Three stages of analysis are discussed. The web site content of state tourism authorities are analysed using Leximancer. The results show that states are using differing perceptual dimensions to portray characteristics of state tourism destinations. It is also found that consumers can recall the slogans and positioning of some states to a much greater extent than others. Finally it was shown that there was little correspondence and consistency between state positioning slogans and the destination promise and actual content on the web site.

Publication Date


  • 2009

Citation


  • Kattiyapornpong, U. & Nel, D. (2009). Regional Branding: Perspectives of tourists in Australia. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Victoria: Monash University 8.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2863&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1814

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • http://anzmac2009.org/

Abstract


  • This paper aims to explore the overlap and gap between the communication efforts of destination marketing organisations (DMO)’s and consumer perspectives of tourism destination within Australia. This paper applies qualitative and quantitative methodologies. Three stages of analysis are discussed. The web site content of state tourism authorities are analysed using Leximancer. The results show that states are using differing perceptual dimensions to portray characteristics of state tourism destinations. It is also found that consumers can recall the slogans and positioning of some states to a much greater extent than others. Finally it was shown that there was little correspondence and consistency between state positioning slogans and the destination promise and actual content on the web site.

Publication Date


  • 2009

Citation


  • Kattiyapornpong, U. & Nel, D. (2009). Regional Branding: Perspectives of tourists in Australia. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Victoria: Monash University 8.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2863&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1814

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • http://anzmac2009.org/