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Rejuvenating outback tourism through market diversification: the case of the Flinders Ranges in South Australia

Schmallegger, Doris A., Taylor, Andrew and Carson, Dean B. (2011). Rejuvenating outback tourism through market diversification: the case of the Flinders Ranges in South Australia. International Journal of Tourism Research,13(4):384-399.

Document type: Journal Article

IRMA ID lloobyxPUB23
Title Rejuvenating outback tourism through market diversification: the case of the Flinders Ranges in South Australia
Author Schmallegger, Doris A.
Taylor, Andrew
Carson, Dean B.
Journal Name International Journal of Tourism Research
Publication Date 2011
Volume Number 13
Issue Number 4
ISSN 1099-2340   (check CDU catalogue open catalogue search in new window)
Scopus ID 2-s2.0-79959744341
Start Page 384
End Page 399
Total Pages 16
Place of Publication United Kingdom
Publisher John Wiley & Sons Ltd.
HERDC Category C1 - Journal Article (DIISR)
Abstract Tourism in remote Outback Australia has experienced severe decline since the late 1990s. Outback destinations have generally failed to recognize the need to adapt to changing market trends and diversify their visitor markets. To remain competitive in the marketplace, it is argued that Outback destinations need to be able to operate as tourism innovation systems that engage the whole destination system in processes of collective change. This paper analyses the case of the Flinders Ranges, a remote destination in South Australia. It documents the strategies that the regional tourism system has used to diversify its market base and identifies the factors that have allowed the system to develop internal systems-of-innovation dynamics. The findings suggest that the Flinders Ranges tourism system has been able to overcome internal structural weaknesses by the ‘import’ of externally trained entrepreneurs and public sector leaders. The paper finally questions the role of centralized state and regional tourism organizations that seem to have stifling effects on innovation capacities in remote destinations. Copyright © 2011 John Wiley & Sons, Ltd.
Keywords Market diversification
Rejuvenation
Tourism annovation system
Outback
Remote
DOI http://dx.doi.org/10.1002/jtr.851   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
Description for Link Link to publisher's version
URL http://onlinelibrary.wiley.com/doi/10.1002/jtr.851/abstract
 
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