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Generalized pattern in competition among tourism destinations

John Dawes (Ehrenberg Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia)
Jenni Romaniuk (Ehrenberg Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia)
Annabel Mansfield (Division of Business, University of South Australia, Adelaide, Australia)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 27 March 2009

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Abstract

Purpose

The purpose of this paper is to examine competition between tourism destination brands in terms of how they share travelers with each other.

Design/methodology/approach

The study analyzes survey data from four international markets (USA, UK, Japan and Singapore). The study examines the cross‐purchasing of travel destinations. It applies an established empirical generalization, the duplication of purchase law (DPL) to frame hypotheses and contextualize results.

Findings

The overall results are consistent with the DPL. Destination brands share tourists with other destinations generally in‐line with the popularity of the competing destination. However, there are very noticeable market partitions, most of which take two forms: destinations that are either geographically close to each other, or close to the point of origin. Destination brands in these partitions share travelers far more than they would be expected to, given their respective size.

Practical implications

Tourism marketers need to appreciate the broad nature of competition. A specific destination brand competes with many other travel destinations, sharing customers more with other broadly popular destinations and less with less popular destinations.

Originality/value

The analytical approach presented in this study provides a straightforward benchmark for assessing the expected level of competition between particular tourist destinations, given their respective overall popularity.

Keywords

Citation

Dawes, J., Romaniuk, J. and Mansfield, A. (2009), "Generalized pattern in competition among tourism destinations", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 No. 1, pp. 33-53. https://doi.org/10.1108/17506180910940333

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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