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

Bob Mckercher, Anne Hardy, Jagannath Aryal

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)823-834
Number of pages12
JournalJournal of Travel and Tourism Marketing
Volume36
Issue number7
DOIs
Publication statusPublished - 2 Sep 2019

Keywords

  • app
  • Australia
  • GIS
  • GPS
  • heritage destination
  • smartphones
  • technology
  • Tourism marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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