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The Mornington Peninsula brand: Does it resonate with tourists? [abstract]

conference contribution
posted on 04.11.2019, 00:00 by Ann MitsisAnn Mitsis, Saalem Sadeque, Michelle ThompsonMichelle Thompson, Bruce PrideauxBruce Prideaux
The Mornington Peninsula’s economy relies heavily upon tourism and focuses on food tourism experiences. The aim of this research is to investigate how the region’s food tourism brand is resonating with tourists and influencing their behaviours. The findings will be used to develop a destination branding framework that has theoretical contributions and practical implications. In a theoretical context, the model is expected to provide new insights into destination branding, especially for regional tourism destinations. From a practical perspective, the framework will assist in the formulation of more effective branding policies and strategic marketing communications for the region.

Funding

Other

History

Editor

Pabel A; Konovalov E; Cassidy LJ; Jose P

Start Page

607

End Page

607

Number of Pages

1

Start Date

11/02/2019

Finish Date

14/02/2019

ISBN-13

9780994514141

Location

Cairns, Australia

Publisher

School of Business and Law, Central Queensland University, Australia

Place of Publication

Cairns, Australia

Peer Reviewed

Yes

Open Access

No

Author Research Institute

Centre for Tourism and Regional Opportunities

Era Eligible

No

Name of Conference

29th Council for Australian University Tourism and Hospitality Education Conference (CAUTHE 2019)

Usage metrics

Keywords

Exports