The short-break holiday

assessing its understanding in the Northern Territory, Australia

    Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

    Abstract

    The paper is based on a national study of the 'Short-break holiday market in Australia'. It was conducted on behalf of the Sustainable Tourism Cooperative Research Center (STCRC). The study relates to specific market segments and examined a range of issues including: consumer attitude and behavior of the short-break holiday market; destination choice sets of that market; market potential vis-a-is other travel and leisure offerings; destination attributes. Primary data was obtained by conducting local focus groups with actual and potential short break tourists in the relevant areas, followed by interviews with local tourist associations and industry representatives regarding current market and product strategies and possible adjustments to the evolving economic conditions. A key finding (the focus of this paper) indicates significant conceptual divide between the demand and supply side responses in terms of their understanding of the dimensions and key issues of 'short break holidays'. Consumers view this in a very broad manner compared to a more precise definition provided by the industry stakeholders. This disparity has obvious implications in terms of the relevance of strategies deployed by the industry stakeholders.
    Original languageEnglish
    Title of host publicationThe Sustainable World
    EditorsC.A. Brebbia
    Place of PublicationUnited Kingdon
    PublisherWIT Press
    Pages771-778
    Number of pages8
    ISBN (Print)978-1-84564-504-5
    Publication statusPublished - 2011

    Fingerprint

    Holidays
    Industry
    Tourists
    Stakeholders
    Economic conditions
    Consumer behaviour
    Market strategy
    Destination
    Product strategy
    Market potential
    Consumer attitudes
    Market segments
    Research center
    Sustainable tourism
    Focus groups
    Supply side
    Demand and supply
    Cooperative research
    Destination choice
    Leisure

    Cite this

    Sharma, R. (2011). The short-break holiday: assessing its understanding in the Northern Territory, Australia. In C. A. Brebbia (Ed.), The Sustainable World (pp. 771-778). United Kingdon: WIT Press.
    Sharma, Rajeev. / The short-break holiday : assessing its understanding in the Northern Territory, Australia. The Sustainable World. editor / C.A. Brebbia. United Kingdon : WIT Press, 2011. pp. 771-778
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    abstract = "The paper is based on a national study of the 'Short-break holiday market in Australia'. It was conducted on behalf of the Sustainable Tourism Cooperative Research Center (STCRC). The study relates to specific market segments and examined a range of issues including: consumer attitude and behavior of the short-break holiday market; destination choice sets of that market; market potential vis-a-is other travel and leisure offerings; destination attributes. Primary data was obtained by conducting local focus groups with actual and potential short break tourists in the relevant areas, followed by interviews with local tourist associations and industry representatives regarding current market and product strategies and possible adjustments to the evolving economic conditions. A key finding (the focus of this paper) indicates significant conceptual divide between the demand and supply side responses in terms of their understanding of the dimensions and key issues of 'short break holidays'. Consumers view this in a very broad manner compared to a more precise definition provided by the industry stakeholders. This disparity has obvious implications in terms of the relevance of strategies deployed by the industry stakeholders.",
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    Sharma, R 2011, The short-break holiday: assessing its understanding in the Northern Territory, Australia. in CA Brebbia (ed.), The Sustainable World. WIT Press, United Kingdon, pp. 771-778.

    The short-break holiday : assessing its understanding in the Northern Territory, Australia. / Sharma, Rajeev.

    The Sustainable World. ed. / C.A. Brebbia. United Kingdon : WIT Press, 2011. p. 771-778.

    Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

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    AB - The paper is based on a national study of the 'Short-break holiday market in Australia'. It was conducted on behalf of the Sustainable Tourism Cooperative Research Center (STCRC). The study relates to specific market segments and examined a range of issues including: consumer attitude and behavior of the short-break holiday market; destination choice sets of that market; market potential vis-a-is other travel and leisure offerings; destination attributes. Primary data was obtained by conducting local focus groups with actual and potential short break tourists in the relevant areas, followed by interviews with local tourist associations and industry representatives regarding current market and product strategies and possible adjustments to the evolving economic conditions. A key finding (the focus of this paper) indicates significant conceptual divide between the demand and supply side responses in terms of their understanding of the dimensions and key issues of 'short break holidays'. Consumers view this in a very broad manner compared to a more precise definition provided by the industry stakeholders. This disparity has obvious implications in terms of the relevance of strategies deployed by the industry stakeholders.

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    Sharma R. The short-break holiday: assessing its understanding in the Northern Territory, Australia. In Brebbia CA, editor, The Sustainable World. United Kingdon: WIT Press. 2011. p. 771-778