Destination branding case study: Tracking brand equity for an emerging destination between 2003 and 2007

Place branding has become a major focus of operations for destination marketing organizations (DMOs) striving for differentiation in cluttered markets. The topic of destination branding has only received attention in the tourism literature since the late 1990s, and there has been relatively little research reported in relations to analyzing destination brand effectiveness over time. This article reports an attempt to oprationalize the concept of consumer-based brand equity (CBBE) for an emerging destination over two points in time. The purpose of the project was to track the effectiveness of the brand in 2007 against benchmarks that were established in a 2003 student at the commencement of a new destination brand campaign. The key finding was there was no change in perceived performance for the destination across the brand's performance indicators and CBBE dimensions. Because of the common challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluation brand performance over time

Korean inbound tourism to Australia - A study of supply-side deficencies

This paper discusses the need for supply-side analysis of inbound tourism and argues that reliance on demand-side only projections of market trends is insufficient. The paper discusses the results of a survey of 351 Korean visitors returning from Group Inclusive package holidays to Australia. Visitor characteristics and their reaction to their experiences in Australia were gathered and are assessed. Findings of the survey are analysed from the perspective of identifying and classifying visitor responses to the Australian tourism industry’s supply of visitor goods and services. Deficiencies such as language, transport deficiencies, itinerary construction and shopping are identified and discussed, and possible remedial measures highlighted. Findings indicate that these issues will need to be addressed if Australia’s expectations of continued large annual increases in Korean inbound tourism is to be maintained over the next decade

The Travel Behaviour of International Students: The Relationship Between Studying Abroad and their Choice of Tourist Destinations

This paper examines why international students opt for their chosen study destination. It also investigates their behaviour as tourists while studying, whether they hosted visits from friends or relatives and their overall economic contribution. The sample consisted of 600 international students studying in higher education institutions in Melbourne, Australia of which 219 responded. A stratified random sampling method was used with the key variables identified as country of origin, gender and university attended. Key questions included: What were the factors that prompted students to study in Australia? How did they become familiar with destinations and tourist attractions during the course of their studies? What tourist attractions and activities were most popular? It was discovered that word-of-mouth was the most significant medium of communication in the selection of educational destination. Most travel undertaken during the period of enrolment was for private purposes. The most popular Melbourne attraction was the Queen Victoria Market and The Great Ocean Road was the most popular attraction statewide. The study also found that tourism related activities undertaken by overseas students contributed approximately A$8.2m to the economy of the state of Victoria. The figure more than doubles to approximately A$17.2m if the expenditures of visiting friends and relatives (VFRs) are included