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Regional branding : perspectives of tourists in Australia

Kattiyapornpong, Uraiporn and Nel, Deon 2009, Regional branding : perspectives of tourists in Australia, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-8.

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Title Regional branding : perspectives of tourists in Australia
Author(s) Kattiyapornpong, Uraiporn
Nel, Deon
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) branding
regional branding
Australia
tourist perspectives
Summary This paper aims to explore the overlap and gap between the communication efforts of destination marketing organisations (DMO)’s and consumer perspectives of tourism destination within Australia. This paper applies qualitative and quantitative methodologies. Three stages of analysis are discussed. The web site content of state tourism authorities are analysed using Leximancer. The results show that states are using differing perceptual dimensions to portray characteristics of state tourism destinations. It is also found that consumers can recall the slogans and positioning of some states to a much greater extent than others. Finally it was shown that there was little correspondence and consistency between state positioning slogans and the destination promise and actual content on the web site.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 1863081585
Language eng
Field of Research 150604 Tourism Marketing
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021794

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Created: Sun, 17 Jan 2010, 14:44:02 EST by Katrina Fleming

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.