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Wine tourism within the grape-growing areas of Australia is an integral part of local and regional tourism initiatives; however, it is an area that has been under-researched resulting in few available resources to wine tourism providers. This research set out to address this deficiency by establishing whether there is a link between the wine tourism experience and wine purchasing behaviour.  The research was also designed to develop a market segmentation process that will inform wineries about the buying behaviour of particular market segments so that they can fashion their marketing communications strategies in a focused manner.

by  Barry O’Mahony, John Hall, Larry Lockshin, Leo Jago and Graham Brown

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The purpose of this project was to help protected area managers make better decisions and to achieve greater success in their use of communication to influence visitor behaviour. A major foreseen benefit of this project was to produce a sharper understanding of the value of strategic communication in protected area management and to develop and disseminate research methods and results that enhance the ways protected area staff use communication to influence onsite visitor behaviour.

by Sam H. Ham, Betty Weiler, Michael Hughes, Terry Brown, Jim Curtis and Mark Poll

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 Asking Visitors to Help: Research to Guide Strategic Communication for Protected Area Management

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