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Using tracking technology to improve marketing: insights from a historic town in Tasmania, Australia

McKercher, B, Hardy, A ORCID: 0000-0003-1461-2967 and Aryal, J ORCID: 0000-0002-4875-2127 2019 , 'Using tracking technology to improve marketing: insights from a historic town in Tasmania, Australia' , Journal of Travel and Tourism Marketing, no. 22 Feb , pp. 1-12 , doi: 10.1080/10548408.2019.1580243.

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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 Type: Article
Authors/Creators:McKercher, B and Hardy, A and Aryal, J
Keywords: tourist tracking, tourist behavior, marketing
Journal or Publication Title: Journal of Travel and Tourism Marketing
Publisher: Routledge
ISSN: 1054-8408
DOI / ID Number: 10.1080/10548408.2019.1580243
Copyright Information:

Copyright 2019 Informa UK Limited, trading as Taylor & Francis Group

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