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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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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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