Insights into how regional tourism operators view their markets

Article


Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle. 2008. "Insights into how regional tourism operators view their markets." International Journal of Organisational Behaviour. 13 (1), pp. 16-27.
Article Title

Insights into how regional tourism operators view their markets

ERA Journal ID21951
Article CategoryArticle
AuthorsTkaczynski, Aaron (Author), Rundle-Thiele, Sharyn R. (Author) and Beaumont, Narelle (Author)
Journal TitleInternational Journal of Organisational Behaviour
Journal Citation13 (1), pp. 16-27
Number of Pages12
Year2008
Place of PublicationToowoomba, Australia
ISSN1440-5377
Web Address (URL)http://www.usq.edu.au/resources/tkaczynskivol13no2.pdf
Abstract

[Abstract]: Many researchers have considered segmentation in the tourism context and these efforts have enabled us to understand the bases that tourism destinations can use to segment markets and the bases that are more accurate predictors of future tourist behaviour. To date, all studies have used tourist data to profile the tourists travelling to a destination and most studies have used quantitative data. Addressing a key gap in the literature, this research sought to understand how tourist operators actually segment their market. Twelve tourism operators (activity operators, accommodation providers, destination marketing organisations and other stakeholders) were interviewed in one regional Australian tourism destination. Results indicated that different segmentation bases were used by different tourism operators. Activities sought, location, age, and trip purpose were the variables most frequently used by tourism operators to describe tourists. A tourist operator view is important because tourist operators can describe the tourists that are currently using their services. Given that different tourist operators attract different tourists, insights from these tourism operators can be compared with tourist data, thus enabling researchers to determine if they are adequately describing the tourists travelling to a destination.

Keywordssegmentation, case study, tourism, destination
ANZSRC Field of Research 2020350804. Tourism marketing
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
Permalink -

https://research.usq.edu.au/item/9yqq0/insights-into-how-regional-tourism-operators-view-their-markets

Download files


Published Version
  • 2157
    total views
  • 358
    total downloads
  • 3
    views this month
  • 1
    downloads this month

Export as

Related outputs

Carbon offsetting and mitigation by Queensland tourism enterprises
Zeppel, Heather and Beaumont, Narelle. 2012. Carbon offsetting and mitigation by Queensland tourism enterprises. Toowoomba, Australia. University of Southern Queensland.
Green tourism futures: climate change responses by Australian government tourism agencies
Zeppel, Heather and Beaumont, Narelle. 2011. "Green tourism futures: climate change responses by Australian government tourism agencies ." Gross, Michael J. (ed.) 21st Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2011). Adelaide, Australia 08 - 11 Feb 2011 Brisbane, Australia.
Climate change and sustainable tourism: Carbon mitigation by environmentally certified tourism enterprises
Zeppel, Heather and Beaumont, Narelle. 2014. "Climate change and sustainable tourism: Carbon mitigation by environmentally certified tourism enterprises." Tourism Review International: an international journal. 17 (3), pp. 161-177. https://doi.org/10.3727/154427213X13838418676961
Assessing motivations for carbon offsetting by environmentally certified tourism enterprises
Zeppel, Heather and Beaumont, Narelle. 2013. "Assessing motivations for carbon offsetting by environmentally certified tourism enterprises." Anatolia: an international journal of tourism and hospitality research. 24 (3), pp. 297-318. https://doi.org/10.1080/13032917.2012.759982
Environmental orientations and environmental behaviour: perceptions of protected area tourism stakeholders
Imran, Sophia, Alam, Khorshed and Beaumont, Narelle. 2014. "Environmental orientations and environmental behaviour: perceptions of protected area tourism stakeholders." Tourism Management: research, policies, practice. 40, pp. 290-299. https://doi.org/10.1016/j.tourman.2013.07.003
An empirical assessment of stakeholder understanding of sustainable tourism in alpine protected areas
Imran, Sophia, Alam, Khorshed and Beaumont, Narelle. 2012. "An empirical assessment of stakeholder understanding of sustainable tourism in alpine protected areas." TEAM Journal of Hospitality and Tourism. 9 (1), pp. 15-25.
An empirical assessment of stakeholders' understanding of sustainable tourism in the alpine protected areas
Imran, Sophia, Alam, Khorshed and Beaumont, Narelle. 2012. "An empirical assessment of stakeholders' understanding of sustainable tourism in the alpine protected areas." Thomas, Toney K., Poulain, Jean Pierre and Mura, Paolo (ed.) 4th Asia-Euro Conference in Tourism, Hospitality and Gastronomy: The Way Forward: Exploring Multidisciplinary Approaches. Subang Jaya, Malaysia 28 Nov - 01 Dec 2012 Subang Jaya, Malaysia.
The new green age: carbon mitigation by Queensland tourism enterprises
Zeppel, Heather and Beaumont, Narelle. 2012. The new green age: carbon mitigation by Queensland tourism enterprises . Toowoomba, Australia. University of Southern Queensland.
The new green age: carbon mitigation by Queensland tourism enterprises
Zeppel, Heather and Beaumont, Narelle. 2012. "The new green age: carbon mitigation by Queensland tourism enterprises." Lade, Clare and Melson, Lisa (ed.) 22nd Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2012). Melbourne, Australia 06 - 09 Feb 2012 Melbourne, Australia.
Climate change and tourism futures: responses by Australian tourism agencies
Zeppel, Heather and Beaumont, Narelle. 2012. "Climate change and tourism futures: responses by Australian tourism agencies." Tourism and Hospitality Research: the Surrey quarterly review. 12 (2), pp. 73-88. https://doi.org/10.1177/1467358412444807
Carbon mitigation by Queensland tourism enterprises
Zeppel, Heather and Beaumont, Narelle. 2012. "Carbon mitigation by Queensland tourism enterprises." International Journal of Organisational Behaviour. 17 (4), pp. 28-34.
Reinterpreting the definition of sustainable development for a more ecocentric reorientation
Imran, Sophia, Alam, Khorshed and Beaumont, Narelle. 2014. "Reinterpreting the definition of sustainable development for a more ecocentric reorientation." Sustainable Development. 22 (2), pp. 134-144. https://doi.org/10.1002/sd.537
Carbon mitigation by environmentally certified tourism operators
Zeppel, Heather and Beaumont, Narelle. 2011. "Carbon mitigation by environmentally certified tourism operators." Building Business Communities: Justice, Performance and Change Creating a Sustainable Scholarly Community Colloquia (2011). Brisbane, Australia 09 Nov 2011 Toowoomba, Australia.
A holistic conceptual framework for sustainable tourism management in protected areas
Imran, Sophia, Alam, Khorshed and Beaumont, Narelle. 2011. "A holistic conceptual framework for sustainable tourism management in protected areas." 2011 Cambridge Business and Economics Conference (CBEC). Cambridge, United Kingdom 27 - 29 Jun 2011 Cambridge, UK.
Editorial
Rundle-Thiele, Sharyn and Russell-Bennett, Rebekah. 2008. "Editorial." Journal of Management and Organization. 14 (2), pp. 114-115.
Challenging first year marketing students using a tournament style competition
Rundle-Thiele, Sharyn R. and Kuhn, Kerri-Ann L.. 2008. "Challenging first year marketing students using a tournament style competition." Robinson, Leroy Jr. (ed.) 2008 Academy of Marketing Science Annual Conference: Creating Value in a Global Marketplace. Vancouver, Canada 28 - 31 May 2008 Coral Gables, Florida.
The third criterion of ecotourism: are ecotourists more concerned about sustainability than other tourists?
Beaumont, Narelle. 2011. "The third criterion of ecotourism: are ecotourists more concerned about sustainability than other tourists?" Journal of Ecotourism. 10 (2), pp. 135-148. https://doi.org/10.1080/14724049.2011.555554
Climate change and Australian tourism: a research bibliography
Zeppel, Heather and Beaumont, Narelle. 2011. Climate change and Australian tourism: a research bibliography. Brisbane, Australia. University of Southern Queensland.
Green tourism futures: climate change responses by Australian government tourism agencies
Zeppel, Heather and Beaumont, Narelle. 2011. Green tourism futures: climate change responses by Australian government tourism agencies. Brisbane, Australia. University of Southern Queensland.
Climate change governance in Australian tourism: collaboration for low-carbon tourism
Zeppel, Heather and Beaumont, Narelle. 2011. "Climate change governance in Australian tourism: collaboration for low-carbon tourism." 2011 Research Symposium: Sustainability, Collaborative Governance and Tourism. Gold Coast, Australia 17 - 18 Feb 2011 Lismore, Australia.
Ecotourism and the conservation ethic: recruiting the uninitiated or preaching to the converted?
Beaumont, Narelle. 2001. "Ecotourism and the conservation ethic: recruiting the uninitiated or preaching to the converted?" Journal of Sustainable Tourism. 9 (4), pp. 317-341. https://doi.org/10.1080/09669580108667405
Local tourism governance: a comparison of three network approaches
Beaumont, Narelle and Dredge, Dianne. 2010. "Local tourism governance: a comparison of three network approaches." Journal of Sustainable Tourism. 18 (1), pp. 7-28. https://doi.org/10.1080/09669580903215139
Destination segmentation: a recommended two-step approach
Tkaczynski, Aaron, Rundle-Thiele, Sharyn and Beaumont, Narelle. 2010. "Destination segmentation: a recommended two-step approach." Journal of Travel Research. 49 (2), pp. 139-152. https://doi.org/10.1177/0047287509336470
Social gain: is corporate social responsibility enough?
Rundle-Thiele, Sharyn R.. 2009. "Social gain: is corporate social responsibility enough?" Australasian Marketing Journal. 17 (4), pp. 204-210. https://doi.org/10.1016/j.ausmj.2009.06.006
Identifying the ecotourist market using the core criteria of ecotourism: is there a true ecotourist that seeks nature, learning and sustainability?
Beaumont, Narelle. 2010. "Identifying the ecotourist market using the core criteria of ecotourism: is there a true ecotourist that seeks nature, learning and sustainability?" Wells, Malcolm (ed.) 20th Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2010). Hobart, Tasmania 08 - 11 Feb 2010 Hobart, Australia.
The get marketer challenge innovation: challenging students using a tournament style competition
Rundle-Thiele, Sharyn R. and Kuhn, Kerri-Ann L.. 2008. "The get marketer challenge innovation: challenging students using a tournament style competition." Marketing Education Review. 18 (1 ), pp. 33-37.
Insights into public preferences for pharmaceutical funding
Whitty, Jennifer A., Rundle-Thiele, Sharyn R. and Scuffham, Paul A.. 2008. "Insights into public preferences for pharmaceutical funding." International Journal of Pharmaceutical and Healthcare Marketing. 2 (3), pp. 216-234. https://doi.org/10.1108/17506120810903980
Raising the bar: from corporate social responsibility to corporate social performance
Rundle-Thiele, Sharyn, Ball, Kim and Gillespie, Meghan. 2008. "Raising the bar: from corporate social responsibility to corporate social performance." Journal of Consumer Marketing. 25 (4), pp. 245-253. https://doi.org/10.1108/07363760810882434
Decisions, decisions, decisions: multiple pathways to choice
Shao, Wei, Lye, Ashley and Rundle-Thiele, Sharyn. 2008. "Decisions, decisions, decisions: multiple pathways to choice." International Journal of Market Research. 50 (6), pp. 797-816. https://doi.org/10.2501/S1470785308200213
Segmentation: a tourism stakeholder view
Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle. 2009. "Segmentation: a tourism stakeholder view." Tourism Management: research, policies, practice. 30 (2), pp. 169-175. https://doi.org/10.1016/j.tourman.2008.05.010
Investigating strategy use for a single choice decision
Shao, Wei, Rundle-Thiele, Sharyn and Lye, Ashley. 2008. "Investigating strategy use for a single choice decision." Robinson, Leroy Jr. (ed.) 2008 Academy of Marketing Science Annual Conference: Creating Value in a Global Marketplace. Vancouver, Canada 28 - 31 May 2008 Coral Gables, FL. United States.
Corporate social responsibility and bank customer satisfaction: a research agenda
McDonald, Lynette M. and Rundle-Thiele, Sharyn. 2008. "Corporate social responsibility and bank customer satisfaction: a research agenda." International Journal of Bank Marketing. 26 (3), pp. 170-182. https://doi.org/10.11108/02652320810864643
Lessons learned from renewable electricity marketing attempts: a case study
Rundle-Thiele, Sharyn, Paladino, Angela and Apostol, Sergio Antonio G. Jr.. 2008. "Lessons learned from renewable electricity marketing attempts: a case study." Business Horizons. 51 (3), pp. 181-190. https://doi.org/10.1016/j.bushor.2008.01.005
Tourism community views on destination positioning: a case study
Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle. 2008. "Tourism community views on destination positioning: a case study." Richardson, Scott, Fredline, Liz, Patiar, Aanoop and Ternel, Megan (ed.) 18th Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2008). Gold Coast, Australia 11 - 14 Feb 2008 Gold Coast, Australia.
An agenda to construct an improved understanding of Australian organic consumers
Adamsen, Jannie Mia, Lyons, Kristen, Winzar, Hume and Rundle-Thiele, Sharyn. 2007. "An agenda to construct an improved understanding of Australian organic consumers." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Exploring the barriers to bequests in wills to Australian universities
McGill, Phyllis, Lye, Ashley and Rundle-Thiele, Sharyn. 2007. "Exploring the barriers to bequests in wills to Australian universities." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Organic food: observations of Chinese purchasing behaviours
Roberts, Robin and Rundle-Thiele, Sharyn R.. 2007. "Organic food: observations of Chinese purchasing behaviours." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
The buck stops here: should we consider performance rather than corporate social responsibility?
Rundle-Thiele, Sharyn R., Gillespie, Meghan and Ball, Kim. 2007. "The buck stops here: should we consider performance rather than corporate social responsibility?" Sullivan Mort, Gillian and Hume, Margee (ed.) 4th International Nonprofit and Social Marketing Conference: Social Entrepreneurship, Social Change and Sustainability. Brisbane, Australia 27 - 28 Sep 2007 Brisbane, Australia.
Student views on corporate social responsibility in an Australian fast food context
Rundle-Thiele, Sharyn R.. 2007. "Student views on corporate social responsibility in an Australian fast food context." Sullivan Mort, Gillian and Hume, Margee (ed.) 4th International Nonprofit and Social Marketing Conference: Social Entrepreneurship, Social Change and Sustainability. Brisbane, Australia 27 - 28 Sep 2007 Brisbane, Australia.
All that jazz! Festival-specific predictors of service quality, satisfaction and repurchase intentions'
Tkaczynski, Aaron and Stokes, Robyn. 2005. "All that jazz! Festival-specific predictors of service quality, satisfaction and repurchase intentions' ." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Achieving sustainable local tourism management: phase 2 - assessment tool
Dredge, Dianne, Macbeth, Jim, Carson, Dean, Beaumont, Narelle, Northcote, Jeremy and Richards, Fiona. 2006. Achieving sustainable local tourism management: phase 2 - assessment tool. Griffith University, Gold Coast, Australia. Sustainable Tourism CRC.
Achieving sustainable local tourism management: phase 1 - practitioners guide
Dredge, Dianne, Macbeth, Jim, Carson, Dean, Beaumont, Narelle, Northcote, Jeremy and Richards, Fiona. 2006. Achieving sustainable local tourism management: phase 1 - practitioners guide. Griffith University, Gold Coast, Australia. Sustainable Tourism CRC.
Factors influencing repositioning of a tourism destination
Tkaczynski, Aaron, Hastings, Kathy and Beaumont, Narelle. 2006. "Factors influencing repositioning of a tourism destination." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.