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Don’t Bother Me With Sustainability – I’m On Vacation!

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by Peter Berg Schmidt, Owner, Beachmeter.comPeter Berg

Disclaimer: The views, opinions and positions expressed by the author(s) and those providing comments on these blogs are theirs alone, and do not necessarily reflect the views, opinions or positions of the Pacific Asia Travel Association (PATA) or any employee thereof. We make no representations as to accuracy, completeness, timeliness, suitability or validity of any information presented by individual authors and/or commenters on our blogs and will not be liable for any errors, omissions, or delays in this information or any losses, injuries or damages arising from its display or use.

 

Photo credits: Tourism Authority of Thailand

Photo credits: Tourism Authority of Thailand

Our holiday is a time to free ourselves from our worries

Join a sustainable tourism seminar today, and you will walk away thinking that sustainable tourism is the next big thing. If we could turn back time and enter the 90s, you would have walked away from the seminar with the same conviction; that tides were changing and a big boost in responsible travel was right around the corner. “A growing number of tourists prefer sustainable travel”, “One out of three travelers would pay more for staying at a sustainable hotel, up 10% from 5 years ago” etc. etc.

After 2-3 decades with positive outlooks on the growth of sustainable tourism, where do we stand today? It may be that ecotourism and other responsible forms of travel have become more visible and have seen an increase in total numbers, but so have other forms of travel during the steady growth of the tourism sector. No matter how we look at it, sustainable tourism is still an “alternative” and nowhere near the norm.

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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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Food and Wine Tourism in Australia: Tools and Strategies for Industry Development

Categories: Attractions, Case Study, Land, Oceania, Pacific, People and Places, Planet, Private Sector, Visitors
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This Snapshot profiles key research in the field of food and wine tourism, a growing and evolving industry in Australia. This publication has been developed with industry in mind—bringing together summaries, statistics, key findings and recommendations in an easily accessible resource. This research provides a comprehensive examination of food and wine tourism in Australia. There are five individual research projects featured, which cover a variety of elements impacting on and defining Australia’s food and wine tourism segment. This includes an examination of:  the role food and wine plays in attracting tourists to a destination; key characteristics of selected wine regions; profiling food and wine tourists; the relationship between food and wine and consumer lifestyle; purchasing and consumption patterns of the wine tourist and marketing implications

by Sustainable Tourism Cooperative Research Centre (STCRC)

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Food and Wine Tourism in Australia: Tools and Strategies for Industry Development

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Although food and wine is an important dimension of the tourism industry, little research has been conducted into the nature or role of restaurant experiences in adding to the tourism product. This study delves into the beliefs, values and attitudes of consumers to ascertain what they value and why.

by Beverley Sparks, Karen Wildman, John Bowen
ConsumerInterviews
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Users Are Doing it for themselves: How Consumer-generated Content is Changing the Face of Tourism Marketing

Categories: Case Study, Management, Marketing, Monitoring & Evaluation, Report, Return, Visitors
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This booklet is an industry summary of the full report Consumer-Generated Web-based Tourism Marketing , containing references, methodology and detailed findings from the he project. With the rising popularity of sites that contain content submitted by real travellers (e.g. TripAdvisor, Lonely Planet, and social networking sites such as MySpace and YouTube), the ways that travellers search for, view and evaluate travel information is potentially changing. This study investigated how travel-related User-Generated Content (UGC) web sites (also known as Web 2.0 sites) were being used by consumers. Understanding this impact on behaviour can help tourism and destination marketers develop more effective e-business strategies and relationships with their existing and potential customers.

by STCRC

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Users Are Doing it for themselves: How Consumer-generated Content is Changing the Face of Tourism Marketing

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With the rising popularity of sites that contain content submitted by real travellers (e.g. TripAdvisor, Lonely Planet, and social networking sites such as MySpace and YouTube), the ways that travellers search for, view and evaluate travel information is potentially changing. This study investigated how travel-related User-Generated Content (UGC) web sites (also known as Web 2.0 sites) were being used by consumers. The study captured traveller perceptions with respect to how such sites impacted on their information search and travel behaviour. Understanding this impact on behaviour can help tourism and destination marketers develop more effective e-business strategies and relationships with their existing and potential customers. An industry summary has been prepared for this technical report: Users are doing it for themselves.

by Carmen Cox, Stephen Burgess, Carmine Sellitto, Jeremy Buultjens

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Consumer-generated Web-based Tourism Marketing

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The aim of this research was to explore and compare choice behaviours of different consumers for specific domestic and overseas destinations offering a particular set of holiday experiences. The selected eight destinations represent the whole range of option types for short trip vacation travel from or within Australia: overseas (Asia/Pacific), domestic metropolitan interstate, regional interstate, local regional (intrastate) and local ‘home’ destination. The implementation and modelling of consumer choice experiments such as this provides a powerful method for deconstructing and understanding how tourism consumers make decisions.

by  Harmen Oppewal, Twan Huybers and Geoffrey I. Crouch

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How Do Australians Choose Holiday Destinations and Experiences? Modelling Consumer Choice

 

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This study was driven by Tourism Victoria’s commitment to sustainable tourism and the need to better understand the tourists’ views of operator environmental programs and practices. The project explored perceptions of the sustainability practices of tourism businesses; the value or importance of these practices; and the impact that the employment of such strategies has on consumer decision making. Tourism Awards and Accreditation were also investigated to identify levels of recognition and effectiveness in communicating messages about environmental sustainability. The study also aimed to provide a profile of ‘green’ tourists with regard to consumer purchasing behaviour and sustainability. It is intended for this profile to assist both tourism agencies—and ultimately business operators—to better their communication with the ‘green’ market.

by Dr Suzanne Bergin-Seers and Dr Judith Mair

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Yield Management Through Enhanced Value Creation: Examination of a Regional Tourism Project

Categories: Marketing, Oceania, Pacific, Report, Visitors
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This report investigates methods to detect and improve value for tourism businesses and for the tourists. The results can assist industry in identifying examples of operations management that can enhance the perceived value of a product/service, but also those areas that are not necessarily key performance variables in the perceptions of tourists. Such results will assist in guiding the capacity for management to understand value from the tourists’ point of view and assist in providing those products and services that exhibit quality, value and variety with the aim of enhancing competitiveness and higher levels of tourism yield.

by Lisa Melsen and Peter Murphy

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Yield Management Through Enhanced Value Creation: Examination of a Regional Tourism Project

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The aim of this project was to develop and test a method to benchmark and monitor visitor satisfaction at attractions, with the potential to further refine and apply this approach to attractions in other urban destinations.

by Brent  Ritchie, Trevor Mules and Sue Uzabeaga

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Visitor Attraction Satisfaction Benchmarking Project

Visitor Attraction Satisfaction Benchmarking Project

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