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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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This study examines the geodemographic and psychographic characteristics of touring holiday-makers in Australia. The results have implications for segmentation, targeting and promotions in relation to touring holidays and suggest a need for a differentiated marketing strategy.

by John Gountas and Sandra Gountas

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Characteristics of Touring Holiday-Makers in Australia

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This book presents research into the relationship between self-drive transport and tourism development. It is particularly useful for tourism managers and planners as it provides perspectives and case studies on self-drive tourism in regional Australia, delivering a better understanding of the variety of tourism markets, which use self-drive transport.

by Dean Carson, Iain Waller and Noel Scott

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Drive Tourism: Up the Wall and Around the Bend

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This report aims to develop a better understanding of the contribution of the restaurant sector to a tourist destination’s attractiveness. Specifically, this report identifies and describes three types of market segments, the ‘Young Market’, the ‘Affluent Market’, and the ‘Mature Market’, that value culinary experiences, and are influenced in their travel destination choice by the type of culinary prospects a location has to offer. The study  explores in detail each segment’s perceptions and opinions in relation to what they value in a restaurant when on holiday and why.

 

by Beverley Sparks, John Bowen, and Stefanie Klag
SparksPh3-PtII_markets
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A network research project was undertaken to analyse cycle tourist travel propensity, motivations, travel behaviour, preferred destination attributes and cyclists’ perceptions of South Australia as a cycle tourism destination. The purpose of the project was to assist the South Australian Tourism Commission to better understand the cycle tourism market and the potential degree of fit with South Australian destination marketing and development.
by Pam Faulks, Brent Ritchie, Graham Brown and Sue Beeton

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