Short break holidays in Australasia : a missed and/or problematic opportunity to enhance destination loyalty

Pike, Steven D. (2004) Short break holidays in Australasia : a missed and/or problematic opportunity to enhance destination loyalty. In 2nd Biennial Leisure-Futures Conference : Changing Patterns and Use of Leisure Time, 10-12 November 2004, Bolzano/Bozen, Italy. (Unpublished)

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The dearth of published research about short break holidays in many parts of the world is incongruent with the growing popularity of this leisure activity. Short breaks have emerged as one of the fastest growing travel segments, and yet there has been almost no research published in Australasia to guide destination marketers The paper present a cross case analysis of two investigations of short break holidays in Australia and New Zealand. While short breaks represent a significant aspect of holiday behaviour for the two samples, respondents' comments indicate the tourism industry in Australia and New Zealand may be missing opportunities to better cater to this trave segment. From the demand perspective it is suggested short breaks have become a necessary psychological break from the routine for the participants; and from the supply perspective a missed and/or problematic opportunity for destination marketing organisations (DMOs) to enhance destination loyalty. The paper focuses on future marketing communication implications for regional tourism organisations (RTOs).

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ID Code: 20962
Item Type: Conference Paper
Refereed: No
Keywords: short breaks, visitor relationship management
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 [please consult the author]
Deposited On: 03 Jun 2009 22:21
Last Modified: 05 Jan 2011 13:43

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