Regional branding : perspectives of tourists in Australia

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.

Japanese investment on the Gold Coast : the interface of globalization and locality

This study explored the interface between the forces of globalization and a given place, at a given time, the Gold Coast during the 1980s. The global economic boom of the 1980s was one in which the role of Japan was particularly important. In less than half a decade capital flows from Japan surged to make it the world's largest investor. Locations in the Pacific Basin were favoured destinations for Japanese investment, one of the most significant was the Gold Coast. Japanese capital and tourism helped transform its urban area from a national resort to an international tourist destination and resort centre, The surge of capital arriving to the Gold Coast was a function of economic conditions in Japan, as was its steep reduction after November 1989, Thus the Gold Coast became integrated into global capital flows and so dependent on decisions made in Tokyo, one of the main financial centres of the world. However this study has also sought to explore a more complex reality; namely, that this place also became the interface of complex cultural forces and perceptions. The wealth of the Japanese investors on the Gold Coast enabled them to realize their dream of developing projects in the most fashionable global styles. These styles were essentially Western, and it was onto these that their Japanese owners ascribed their own meanings; meanings that reflected the cultural baggage that they had brought from Japan, and through which were filtered the economic and environmental realities of the Gold Coast. The Gold Coast as locality also included residents. Hence it became an interface between two different groups of people, the Japanese and the strongly Anglo-Celtic local community. Some in the local community perceived the Japanese presence as a threat to their perception of the Gold Coast, in fact, a threat to their perception of Australia's national identity. A campaign based on the politics of memory of the Japanese developed on the Gold Coast. Within weeks it became a national debate in which isolationalist, if not xenophobic traditionalists, concentrated on the Gold Coast challenged the economic rationalism and multicultural tolerance of the self-interested and ideologically convinced advocates of globalization. Governments at all levels sought to arbitrate, to legitimize standpoints, but more often than not were seen to move into positions of ineffectual flexibility. The forces of globalization on the Gold Coast were catalysts for change that in turn provoked local opposition which rapidly became a debate about national identity and direction. It is in the exploration of the complex and contradictory economic, cultural and political forces engendered by globalization that this study has sought to make a distinctive contribution.

Determinants of tourist expenditure in Fiji : a cointegration approach

Tourism is Fiji's largest industry in terms of foreign exchange earnings and employment creation. The industry earns around F$600 million per annum in foreign exchange, employs around 40,000 people, and tourist expenditure per capita is valued at around F$671. On the basis of this contribution, the industry is seen as a catalyst for economic development in Fiji; hence, it is imperative to understand the behavior of the industry. This article focuses on examining the determinants of tourist expenditure in Fiji. Using cointegration analysis and error correction models, the article finds that in the long run, real GDP in the country of origin impacts tourist spending in Fiji positively while prices and transport costs (airfares) have a negative effect. In the short run, coups d'êtat impact tourist expenditure negatively. It is envisaged that these results will help Fiji's policy makers and tourism industry stakeholders to understand the industry better.

The structure of tourist expenditure in Fiji : evidence from unit root structural break tests

The central aim of this paper is to investigate whether shocks to Fiji's tourism industry have a permanent effect or a transitory effect on tourist expenditure in Fiji. To accomplish this aim the Zivot and Andrews (1992) one break test and the Lumsdaine and Papell (1997) two break tests are used. The one break and two break tests reveal 1987 - the year of the military coups in Fiji - as the year of the break. Moreover, it is possible to reject the unit root null leading to the conclusion that shocks to Fiji's tourism industry have a transitory effect on tourist expenditure in Fiji.

Utilizing and adapting leisure constraints models to enhance 'short-break' vacations : case study of Melbourne, Australia

Short-break tourism is likely to continue as a popular vacation for time-, income- and special interest conscious tourists. With the competition for visitors, destinations need to consider the constraints and facilitators associated with tourist decision-making for short-break vacations. This study presents the application of a leisure model toward better explaining such vacation choices. This study found key constraints, such as time and awareness, inhibited visitors from visiting attractions. The importance and influence of word-of-mouth recommendations plays a key role in gaining the attention of future visitors.

Constructing the identity of a nation : the tourist gaze at the Museum of Scotland

In an era of global instability and crises of national identity, the role of heritage tourism in creating images of national identity has become an important area for research. This article considers the role of heritage tourism in constructing national identity in the nation of Scotland through the lens of the Museum of Scotland. It describes the findings of qualitative research undertaken with potential and actual target consumers to the Museum of Scotland. Three research questions were addressed: Does the Museum of Scotland construct (1) a vision of a `new' Scotland? (2) a symbol of a `real' Scotland? (3) a collective identity of Scotland? The findings suggest that heritage visitors actively identify through their gaze, constructing multifarious meanings of national identity that are dynamic rather than static.

Tourist benefits research : old and new issues and uses in a cultural tourism context

Benefits sought and gained by tourists are relevant to developing tourist markets for cultural attractions and experiences as this paper will demonstrate. The main objectives of this paper are to identify benefit variables commonly used in tourism marketing, their purpose of use, and associated issues by reviewing existing empirical research of tourism benefits and specifically examining the applications to date in cultural tourism contexts. For the benefits most commonly found in tourist benefit research and of relevance to tourists’ cultural experiences, a benefits typology from the allied area of leisure (Driver & Bruns, 1999) is applied to categorise these benefits and develop a conceptual typology for consideration. Research propositions for future research of tourists’ cultural experiences are also proposed including new uses for benefit variable dimensions.

Cross-cultural research issues in developing international tourist markets for cultural events

Cross-cultural issues and research are fundamental to much tourism marketing and especially to developing international tourist markets for cultural events and festivals. With increasing globalization aided by developments in travel and information technology, growing international tourist markets present potentially significant and increasing market opportunities for cultural events throughout the world. In an increasingly competitive marketplace, in order to attract tourist markets, events and festivals need an understanding of these markets and the relevant marketing theories, practices, and strategies. Understanding tourists’ motivation and behavior is essential to identifying attractive tourist market segments in the first instance and then to developing appropriate marketing strategies to attract these segments. Within this environment, the importance of cross-cultural issues and research to tourism marketing and the development of tourist markets are apparent, and yet cross-cultural tourism research to date has been limited. Cross-cultural tourism research in relation to cultural events is even more limited. Cross-cultural tourism marketing research also presents some unique challenges, numerous environmental and methodological problems, and associated costs. These numerous problems, challenges, and costs may in their own right prevent cross-cultural issues and problems from being investigated. Some of these problems can also make the results of some of the existing crosscultural research suspect. Such problems could well account for the limited amount of cross-cultural tourism marketing research that has been undertaken, even though the potential benefits from such research can be great. This article examines the use and application of cross-cultural tourism research by cultural events. It also outlines some of the unique challenges, issues, and problems that need to be addressed in future crosscultural tourism marketing research to improve its application, use, and findings, and ensure the benefits outweigh the costs.