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Using tracking technology to improve marketing: insights from a historic town in Tasmania, Australia
journal contributionposted on 2023-05-20, 00:28 authored by Mckercher, 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.
Department of State Growth (Tas)
Publication titleJournal of Travel and Tourism Marketing
Place of publicationUnited States
Rights statementCopyright 2019 Informa UK Limited, trading as Taylor & Francis Group