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

Categories: Marketing, Oceania, Pacific, Report, Visitors
Comments Off on Yield Management Through Enhanced Value Creation: Examination of a Regional Tourism Project

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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A key objective of this project was to identify and map core wildlife tourism viewing opportunities across Tasmania. The resulting database includes 110 operators, 140 different wildlife tours and around 220 species.

by Lorne Kriwoken, Stuart Lennox and Claire Ellis

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Tasmanian Wildlife Tourism Inventory: Developing an Inventory of Wildlife Viewing Opportunities

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Three studies examined kangaroos as an image/icon for purposes of marketing Australia. The study focused on the American market, with some extension into the United Kingdom market.

by Brad Hill, Trevor Arthurson and Laurence Chalip

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Kangaroos in the Marketing of Australia: potentials and practice

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The research in this report was an investigation of the criteria pertinent to establishing a destination brand. The research project investigated the role of destination brand and image as a motivator for destination vacation choice.  The project made a comparison of two destinations, the Gold Coast and Melbourne, Australia.

by Hugh Wilkins, Bill Merrilees, Carmen Herington

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80083_Wilkins_

 

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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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100021_TrembathB

 

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