Following the theme: impact of marketing awareness on the consumption of themed drives

Authors

Namita Roy, University of WollongongFollow
Ulrike Gretzel, University of ViennaFollow

RIS ID

92801

Publication Details

Gyanchandani, N. & Gretzel, U. (2014). Following the theme: impact of marketing awareness on the consumption of themed drives. CAUTHE 2014: Tourism and Hospitality in the Contemporary World: Trends, Changes and Complexity (pp. 861-865). Brisbane, Australia: University of Queensland.

Link to publisher version (URL)

CAUTHE Conference

Abstract

This study highlights the changes in tourist behaviour on themed drives dependent on marketing awareness. It uses network analysis to empirically test the structural configuration of trips by visitors who are aware that they are driving on a themed route and those who are not using the Grand Pacific Drive in NSW as a case study. Results indicate the lack of a focussed itinerary and resultant complex travel patterns of unaware visitors.