TY  - JOUR
AB  - Focuses on how national travel and tourism authorities can market a country as a tourist destination, with particular reference to the marketing of Australia and New Zealand to target markets in Germany and the United Kingdom. These two nations in Europe are by far the most important tourist generating countries for Australia and New Zealand and there has been a recent substantial increase in the value of international travel and tourism revenues and promising future prospects. However, there is little research emphasising specific marketing and distribution strategies that may be applied by travel and tourism organisations, airlines and intermediaries to market a tourist destination successfully in overseas markets. This research collected data using in‐depth interviews with 41 experienced practitioners in Germany, the UK, Australia and New Zealand, and analysed the data with a rigorous case study methodology. The results of this research assist in clarifying the conceptual issues provided in the literature, linking theoretical marketing knowledge about strategies in the discipline of international travel and tourism marketing.
VL  - 34
IS  - 11/12
SN  - 0309-0566
DO  - 10.1108/03090560010348452
UR  - https://doi.org/10.1108/03090560010348452
AU  - Riege Andreas M.
AU  - Perry Chad
PY  - 2000
Y1  - 2000/01/01
TI  - National marketing strategies in international travel and tourism
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 1290
EP  - 1305
Y2  - 2024/04/19
ER  -