Using tracking technology to improve marketing: insights from a historic town in Tasmania, Australia
journal contribution
posted on 2023-05-20, 00:28authored byMckercher, B, Anne HardyAnne Hardy, Jagannath Aryal
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.
Funding
Department of State Growth (Tas)
Federal Hotels
History
Publication title
Journal of Travel and Tourism Marketing
Volume
36
Issue
7
Pagination
823-834
ISSN
1054-8408
Department/School
TSBE
Publisher
Routledge
Place of publication
United States
Rights statement
Copyright 2019 Informa UK Limited, trading as Taylor & Francis Group