Its promotional tenor focuses in its “perfect mix of coast and country” making it a premier choice for relaxation (“Sunshine Coast,” 2010). The Gold Coast, on the other hand is situated in south east Queensland. It is regarded as Queensland’s most popular tourist destination. It has been promoting to the world its “stunning beaches, sun-kissed locals, exciting theme parks, and sophisticated style” (Queensland Holidays, 2010). Furthermore, its sunny sub-tropical climate and tourist activities have been primary motivations for tourists to visit the city.
Accommodations. Leisure-oriented travelers’ preference in accommodation always vary, thus both Gold Coast and Sunshine Coast consistently aimed for greater diversification. Images of various types of accommodation have been tailored to ‘pull’ recreational tourists into their respective places—improving and modernizing their amenities.
There are 351 accommodation establishments in Gold Coast (see Table 1), comprising of 31 hotels, 61 motels, 109 serviced apartments, 150 holiday flats, units and houses; whereas, Sunshine Coast has a total of 288 accommodation establishments, consisting of 9 hotels, 46 motels, 127 serviced apartments, 106 holiday flats, units and holiday houses (Tourism Queensland, 2009b, p. 4).
As of 2009, Gold Coast outperforms Sunshine Coast in terms of overall accommodation supply and demand, making it much ahead in revenue (See Table 1). However, it should be noted that occupancy levels substantially decreased in the year 2009 due primarily to the swine flu outbreak, economic recession, and the increase of visitors staying with friends and family (Tourism Queensland, 2009b, p. 4). Hence, Gold Coast and Sunshine Coast both experienced a decline in accommodation demand and revenue.
In Gold Coast, Australian travelers preferred self-contained accommodation during summer holidays, such as