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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, (22 February) pp. 1-12. 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:tourist tracking, tourist behavior, marketing
Research Division:Commerce, Management, Tourism and Services
Research Group:Tourism
Research Field:Tourism Marketing
Objective Division:Commercial Services and Tourism
Objective Group:Tourism
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
Deposited By:College Office - CALE
Deposited On:2019-02-05
Last Modified:2019-07-04
Downloads:0

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