International, national, state and regional tourism organisations are directing marketing efforts at emergent outbound markets. The diversity of emerging and existing markets present issues for resource- challenged regional tourism destinations. This dual phase comparative study focuses on two regional destinations: Sunshine Coast, Australia (Phase one) and Otago, New Zealand (Phase two). Semi-structured interviews with tourism industry stakeholders investigate emerging markets, the challenges of engaging with them, service delivery and perceived preparedness of the stakeholders for addressing the needs of emerging markets.
26th Council for Australasian University Tourism and Hospitality Education (CAUTHE) Annual Conference: The Changing Landscape: The Impact of Emerging Markets and Destinations, Sydney, Australia 8-11 February 2016
Proceedings of the 26th Council for Australasian University Tourism and Hospitality Education Annual Conference / Dr. Madalyn Scerri and Lee Ker Hui (eds): pp.765-771