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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

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Imagine this: Your whole holiday thanks to the sharing economy. A few years, even months, ago the thought would have sounded bizarre, possibly a little dangerous. But now, through various websites you can experience a holiday with travel entirely provided by your peers.  Read more here and view the video below.

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