eCite Digital Repository
Using tracking technology to improve marketing: insights from a historic town in Tasmania, Australia
Citation
Mckercher, B and Hardy, A and Aryal, J, Using tracking technology to improve marketing: insights from a historic town in Tasmania, Australia, Journal of Travel and Tourism Marketing, 36, (7) pp. 823-834. ISSN 1054-8408 (2019) [Refereed Article]
Copyright Statement
Copyright 2019 Informa UK Limited, trading as Taylor & Francis Group
DOI: doi:10.1080/10548408.2019.1580243
Abstract
This study examines the movement patterns of different market segments in an historic town. It combines traditional visitor surveys with a bespoke tourist tracking application. Two analytical stages were undertaken. The first involved analyzing the movements of tourist segments and revealed that "heritage" tourists tended to visit for the shortest lengths of time. The second phase revealed that a visit of between one and two hours seemed to provide the best opportunity to explore the village fully, while shorter and longer stays did not. The insights challenge traditional notions that heritage-oriented tourists should form the target market for historic communities.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | tourism marketing, technology, smartphones, app, Australia, GIS, GPS, heritage destination |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Tourism |
| Research Field: | Tourism marketing |
| Objective Division: | Commercial Services and Tourism |
| Objective Group: | Tourism services |
| Objective Field: | Tourism infrastructure development |
| UTAS Author: | Hardy, A (Associate Professor Anne Hardy) |
| UTAS Author: | Aryal, J (Dr Jagannath Aryal) |
| ID Code: | 130595 |
| Year Published: | 2019 |
| Web of Science® Times Cited: | 6 |
| Deposited By: | Office of the School of Social Sciences |
| Deposited On: | 2019-02-05 |
| Last Modified: | 2020-08-12 |
| Downloads: | 0 |
Repository Staff Only: item control page