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It's all good: Implications of Environment Choice by Domestic 4WD Travellers in Australia

Taylor, Andrew and Carson, Dean B. (2007). It's all good: Implications of Environment Choice by Domestic 4WD Travellers in Australia. In: McDonnell, Ian, Grabowski, Simone and March, Roger CAUTHE 2007. Conference of the Council for Australian University Tourism and Hospitality Education, Sydney, 11-14 February 2007.

Document type: Conference Paper
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IRMA ID 78674654xPUB1
Author Taylor, Andrew
Carson, Dean B.
Title It's all good: Implications of Environment Choice by Domestic 4WD Travellers in Australia
Conference Name CAUTHE 2007. Conference of the Council for Australian University Tourism and Hospitality Education
Conference Location Sydney
Conference Dates 11-14 February 2007
Conference Publication Title CAUTHE 2007 - Tourism: Past Achievements, Future Challenges
Editor McDonnell, Ian
Grabowski, Simone
March, Roger
Place of Publication Sydney, NSW
Publisher University of Technology Sydney
Publication Year 2007
ISBN 9780646469980   (check CDU catalogue open catalogue search in new window)
Start Page 498
End Page 511
Total Pages 14
Field of Research 1506 - Tourism
HERDC Category E1 - Conference Publication (DEST)
Abstract Despite mounting evidence suggesting a growing market overall and a widespread desire for experiential trips centred on the ambient attributes of environments, very little is known about the preferences of domestic four wheel drive (4WD) leisure travellers for trips which incorporate different environments such as deserts, alpine, beach and outback areas. With evidence emerging of segments in 4WD tourism markets, destinations currently have no basis for differentiating the environment-related aspirations of 4WD travellers, leaving tourism stakeholders with insufficient evidence-based knowledge for effective marketing and product development activities. This paper reports on research addressing this including surveys of 640 4WD enthusiasts and examination of an existing secondary dataset. The findings suggest consumers are relatively 'locked-in' to particular environment types and, as a group, consider all environments to be favourable for 4WD trips. The implications for destinations and tourism development agencies are that innovative and targeted development and marketing activities which leverage the environment's points of difference in line with traveller preferences are necessary for growing the market and maximising potential economic gains for localised economies.
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URL https://search.informit.com.au/documentSummary;dn=531171093271528;res=IELBUS
 
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Created: Fri, 12 Sep 2008, 08:35:25 CST by Administrator