DRIVE TOURISTS: WHO ARE THEY, WHAT DO THEY DO AND HOW DO WE ATTRACT THEM?

HODA MC CLYMONT

Abstract


The research reported upon in this paper was designed to increase understanding of the demographics, and trip behaviours (such as pre-trip planning, preferred attractions and activities
characteristics) of drive tourists in rural areas in order to develop promotional strategies. A mail
survey targeting 960 drive tourists travelling through Goondiwindi was carried out in 2003 returning 156 usable questionnaires. Findings of this research indicated that this despite the differences in demographics, similar behaviours were exhibited by this market for most but not all trip planning behaviours including information sou activity clusters that they were most interested in participating in. A significant outcome of the research is an enhanced understanding of these characteristics which will enable rural communities to develop more effective promotional strategies in the drive tourism sector.


Full Text:

PDF

References


Baker, KG, Hozier, Jr G.C. and Rogers, RD. (1994). Marketing research theory and methodology and the tourism industry: A non-technical discussion. Journal of Travel Research, 32 (3), pp. 3-7.

Belch, GE and Belch, MA. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective. Sydney: McGraw Hill.

Black, N and Clark, A. (1998). Report on tourist numbers, tourist characteristics and tourist flows in North-West Queensland: A report for Tropical Savannas CRC. Townsville: Tropical Savannas CRC.

Briedenhann, J and Wickens, E. (2004). Tourism routes as a tool for the economic development of rural areas—vibrant hope or impossible dream? Tourism Management, 23, pp. 71-79.

Bureau of Tourism Research (BTR). (2002). Travel by Australians – results of the National Visitor Survey. Canberra: Bureau of Tourism Research.

Bureau of Tourism Research. (2001). Travel by Australians-results of the National visitor survey, Bureau of Tourism Research. Canberra.

Burnett, JJ. (1993). Promotion Management. Boston: Houghton Mifflin Company.

Carson, D, Waller, I and Scott, N. (2002). Drive Tourism: Up the Wall and Around the Bend. Melbourne: Common Ground Publishing.

Cravens WD and Nigel, FP. (2003). Strategic Marketing. McGraw-Hill Company.

Hardy, A. (2001). An investigation into the key factors necessary for the development of iconic tourism routes. Journal of Vacation Marketing, 9 (4), pp. 209. Available on: Business Source Premier (EbsoHost) 24/11.

Cavana, RY, Delehaye, BL and Sekaran, U. (2001). Applied Business Research: Qualitative and Quantitative Methods. Queensland: John Wiley & Sons Australia, Ltd.

Jaworski, BJ and Kohli, AK. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57(3), pp. 53-70

Kotler, P and Armstrong, G. (2004). Principles of Marketing. New Jersey: Pearson Prentice Hall.

Laws, E & Scott, N. (2003). Developing new tourism services: dinosaurs, a new drive tourism resource for remote regions? Journal of Vacation Marketing, 9(4), pp. 368. Available on: Business Source Premier (EbsoHost) 24/11.

March, Roger. (1994). Tourism Marketing Myopia. Tourism Management, 15(6) , pp. 411

Jaworski, Bernard J.; Kohli, Ajay K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), pp. 53, EbscoHost

McClymont, H. and Prideaux, B. (2005). An investigation of the travel characteristics of Australian caravanners. In 15th CAUTHE Conference, Alice Springs, 2-5 February, available on CD Rom.

Olsen, M. (2003). Tourism themed routes: A Queensland perspective. Journal of Vacation Marketing 9(4), pp. 331. Available: Business Source Premier (EbsoHost) 24/11.

Olsen, M. (2002). Keeping trach of the self drive market. In Carson, D, Waller, I and Scott, N (eds). Up the Wall and Around the Bend: Melburne: Common Ground Publishing.

Pennington-Gray, L. (2003). Understanding the domestic VFR drive market in Florida. Journal of Vacation Marketing, 9(4), pp. 354-367. Available: Business Source Premier (EbsoHost) 24/11.

Prideaux, B. and Kininmont, L. (1999). Tourism and heritage are not strangers: a study of opportunities for rural heritage museums to maximise tourism visitation. Journal of Travel Research, 37 (1), 299-303.

Prideaux, B, Wei, S and Ruys, H. (2001). The senior drive tour market in Australia. Journal of Vacation Marketing, 7(30), pp. 209-19.

Prideaux, B and Carson, D. (2003). A framework for increasing understanding of self-drive tourism markets. Journal of Vacation Marketing, 9(4), pp. 307. Available on: Business Source Premier (EbsoHost) 24/11.

Schiffman, L, Bednall, D, Cowley, E, O’Cass, A, Watson, J & Kanuk, L. (2002). Consumer Behaviour, 2nd ed. Prentice Hall, Frenchs Forest.

Roberts, L & Hall, D. (2004). Consuming the countryside: marketing for rural tourism. Journal of Vacation Marketing, 10(3), pp. 253-263.

Scott, N. (2002). Product market perspective of self-drive tourism. In Carson, D, Waller, I and Scott, N, (eds), Up the Wall and Around the Bend. Melbourne: Common Ground Publishing.

Shanahan, KJ. (2003). The degree of congruency between roadside billboard advertisements and sought attributes of motels by US Drive tourists. Journal of Vacation Marketing, 9( 4), pp. 381 (15). Available: Business Source Premier (EbsoHost) 24/11.

Shimp, TA. (1997). Advertising, Promotion, & Supplemental Aspects of Integrated Marketing Communications. Sydney: Harcourt Brace College Publications.

Shimp, TA. (2003). Advertising, Promotion, & Supplemental Aspects of Integrated.6th edition. Boston: Thomson South-Western.

Spotts, DM, Kim, D, Holecek, DF & Carr, JA. (1997). Segmenting the automobile touring market based on participation in recreation activities’ in proceedings from the 28th Annual Travel and Tourism Research Association Conference, 15-18th June, Norfolk, Virginia.

Sproule, R. (2002). Cluster marketing in Tasmania. In Carson, D, Waller, I and Scott, N (eds), Up the Wall and Around the Bend. Melbourne: Common Ground Publishing.


Refbacks

  • There are currently no refbacks.