Journal Of Vacation Marketing · 1999 · 132 citations · 0 references
ManagementMarketingTourism ManagementCompetitive AdvantageDestination ManagementTourismDestination CompetitivenessDestination PositioningTourism AttractionsTourism Distribution ChannelsTourism MarketingTourism PlanningAttraction CompetitivenessCompetitive Destination AnalysisDestination Competitiveness MeasurementDestination Marketing PlanningTourism Destination Performance
Competitive destination analysis is increasingly important for strategic positioning and marketing, yet few tourism studies have used competitiveness as an assessment tool. The study qualitatively evaluates South Australia’s competitiveness within the Australian domestic tourism market. The authors employ qualitative methods, including interviews with travel agents, to assess competitiveness. Interviews with travel agents reveal that South Australia is only strong in two of eight core attractions—wine and the Murray River—while other features are unrecognized in the market.
Competitive analysis of destinations is rapidly gaining in importance in the strategic positioning and marketing planning of destinations. Thus far, relatively few tourism studies have utilised competitiveness as an assessment tool. This paper uses a qualitative approach toward evaluating South Australia’s competitiveness in the Australian domestic tourism context. Based on interviews with travel agents, who are traditionally information gatekeepers and a crucial component of the distribution channel, this paper reveals that South Australia is only in a strong position with respect to two out of eight core attractions emphasised in that state’s tourism promotion material. Apart from the wine industry and the ‘big river’ theme associated with the Murray River, none of the state’s other tourism features is recognised within the market.