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Tourism wildlife icons: Attractions or marketing symbols?

Tremblay, P (2002). Tourism wildlife icons: Attractions or marketing symbols?. Journal of Hospitality and Tourism Management,9(2):164-180.

Document type: Journal Article
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Title Tourism wildlife icons: Attractions or marketing symbols?
Author Tremblay, P
Journal Name Journal of Hospitality and Tourism Management
Publication Date 2002
Volume Number 9
Issue Number 2
ISSN 1320-5161   (check CDU catalogue open catalogue search in new window)
Start Page 164
End Page 180
Total Pages 17
Place of Publication Brisbane, Queensland, Australia
Publisher Australian Academic Press
Field of Research 1504 - Commercial Services
HERDC Category C1 - Journal Article (DEST)
Abstract The paper examines the use of wildlife icons as marketing devices and attempts to find out whether the choice and effectiveness of appropriate icons is mainly dependent on the attractiveness of specific species or on their relevance to the environment they represent. In the initial part, it examines earlier studies of animal preferences and their determinants. Subsequently, it queries whether tourists only enjoy wildlife possessing such attributes and proposes that they may relate to wildlife icons which hold value as symbols of place and culture, providing them with a mix of affective and cognitive values. The second part of the paper relates results of a survey which investigated the expectations and knowledge of wildlife by tourists visiting the "Top End" of the Northern Territory in Australia. The survey was designed to contrast various ways of querying tourists about their expectations as well as testing their knowledge through species identification. Results uncovered interesting patterns, suggesting that tourists differentiate between their expectations and assessment of the most appropriate icon and that some segmentation could be undertaken on the basis of these expectations.
Additional Notes Alternate ISSN: 1447-6770
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Created: Fri, 12 Sep 2008, 08:35:25 CST by Administrator