The study was undertaken to investigate the consideration and choice of Australian holiday destinations from a brand salience perspective. The primary objective was to describe a product category structure for Australian holiday destinations. A qualitative research methodology was adopted in which a total of 20 semi-structured face-to-face interviews were conducted with residents of Sydney and Melbourne. The results of the research provide examples of domestic holiday travel within a framework based on benefits sought, relevant experiences, travel context, destination attributes and destination set.
by Richard Trembath