Branding and promotion strategies, market segmentation, target marketing and positioning in international tourism

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Introduction


Tourism Australia is a statutory body subject to the Commonwealth Authorities and Companies Act 1997 (CAC Act). This recognises the commercial focus of the new body and the need for it to operate flexibly in a commercial environment."
The expenditure of tourist dollars by international visitors has the same economic effect for a country as selling products by export in international markets. Attracting international visitors is, therefore, encouraged by most countries around the world-especially by their governments and major tourist service providers such as airlines, hotel chains, major tourist attractions and tourist events. With increasing international travel, due to technological innovations in transportation and global communications, the competition for international tourists is increasing and, therefore, applying marketing principles and techniques to destinations has become a growing area of marketing practice. Of particular relevance to the international marketing of destinations are branding and promotion strategies, market segmentation, target marketing and positioning.
Australia is a long-haul destination from many of the large tourist markets. ...
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