Destination Innovation Matrix: A framework for new tourism experience and market development

S Gardiner; Noel Scott

doi:10.1016/j.jdmm.2018.07.002

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Destination Innovation Matrix: A framework for new tourism experience and market development

Journal article

Peer reviewed

Destination Innovation Matrix: A framework for new tourism experience and market development

S Gardiner and Noel Scott

Journal of Destination Marketing and Management, Vol.10, pp.122-131

2018

DOI: https://doi.org/10.1016/j.jdmm.2018.07.002

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Abstract

Marketing

Tourism

Policy and Administration

destination marketing

destination management

destination competitiveness

tourism strategy

tourism innovation

domestic tourism

Destination managers must consider whether to continue to consolidate their experiences and markets or innovate by developing new experiences and targeting new markets when planning their tourism destination development. Although these approaches are not mutually exclusive, adopting a strategic approach to identifying which experiences will be iconic visitor drawcards featured in the destination's brand image and marketing, and which markets to focus their marketing efforts on, is important to destination competitiveness. Most destination managers adopt a consolidation strategy because this is often the most efficient, safest and least controversial approach. The alternative is to innovate through developing new experiences and attracting new visitor markets to expand the destination's appeal. This paper studies this destination development challenge in a popular, yet mature tourism destination, the Gold Coast, Australia. Four experience development strategy options are proposed and organised into a Destination Innovation Matrix. These options are then tested using an online survey (N = 1759), followed by four focus group interviews. This matrix provides a new framework to assist managers to prioritise innovation opportunities for a destination.

Details

Title: Destination Innovation Matrix: A framework for new tourism experience and market development
Authors: S Gardiner (Author) - Griffith University
Noel Scott (Author) - Griffith University
Publication details: Journal of Destination Marketing and Management, Vol.10, pp.122-131
Publisher: Elsevier BV
Date published: 2018
DOI: 10.1016/j.jdmm.2018.07.002
ISSN: 2212-571X; 2212-571X
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99451386202621
Output Type: Journal article

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49 Times Cited - Web of Science

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Web Of Science research areas: Hospitality, Leisure, Sport & Tourism; Management

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