Marketing

[pic]
Marketing regional tourism: How better to target and address community attitudes to tourism
Inbakaran, Robert; Jackson, Mervyn. Journal of Vacation Marketing[pic]11. 4[pic] (Oct 2005): 323-339.
Active la función de subrayado de resultados en los navegadores por voz
Desactivar subrayado de resultados
Resumen (reseña)
Traducir Resumen
In the past two decades there have been more than70 published articles that have segmented tourist samples into clusters. The principal aims of such research are to understand tourist characteristics better; to identify key variables that predict tourist behaviour; to assess the value of tourism to an area; to provide knowledge to help develop facilities in designated areas; and to allow tourism marketing to plan strategies such as promotion andproduct development. In contrast, researchers have appeared to assume that the host population is homogeneous and has a uniform response to an increase in tourist numbers and to future sustainable tourism within the community. This research study used multivariate analyses such as factor analysis and cluster analysis to segment the host community into four distinct cluster groups on the basis oftheir positive and negative attitudes. Demographic variables constituted the cluster base. These four cluster groups differed from each other on gender ratio, age, life-cycle stage, education, migration status, occupation and current involvement with tourism. This research highlights differing attitudes present in various community groups, and explores implications for the tourist industry.[PUBLICATION ABSTRACT]
Texto completo

INTRODUCTION
Tourismresearchers have primarily focused on travellers, their needs, behaviours and welfare.1-3 It has been stated that tourismis the largest peacetime movement of people, and that tourismhas had an astonishing high annual growth rate.4 Through the 1990s the tourismindustry was considered the largest and fastest-growing industry in the world,with all levels of government (national, state and local) funding tourismboards to promote their locations. And the industry continues to grow: in the first eight months of 2004 the number of international tourist arrivals exceeded 526 million, an increase of 58 million (12 per cent) compared to the same period in 2003.5 Many tourismauthors have alerted readers to the possible cultural, ecological,environmental, social and political impacts of increased tourism.6
As a consequence, various community groups have diverging perspectives regarding the impacts of tourism.7 Hernandez et al.8 indicated two important reasons to consider residents' attitudes toward tourist development: the tourismindustry will develop products in regions where they know tourists will be well treated by the hostcommunity; and government policy makers need to balance the economic benefits of tourismenterprises with the social costs/benefits of tourismin the host community. As an example of tourismdevelopment with the support of the local community, in recent years many local and city councils in Victoria, Australia, have embarked upon a strategy of involving local interest groups in mass celebration of localcarnivals and traditional festivals, with a focus on propagating the local tourismresources to curious onlookers. Holding wine and food festivals, jazz and country music festivals in several Victorian regional areas has become an opportunity for the local community, local government and industry groups to cohabit freely to promote the importance of local tourismresources to the outside world.REGIONAL TOURISMIN VICTORIA, AUSTRALIA
The successive governments in Victoria since 1982 - the year the Victonan TourismCommission was established - have taken genuine care and concern to promote a vibrant tourismindustry in rural as well as urban regions of Victoria. Recent published tourismstatistics based on a study initiated by Access Economics show that the combined direct and indirect...