- Title
- VFR travel in practice : Case studies from Victoria, Australia
- Creator
- Backer, Elisa
- Date
- 2014
- Type
- Text; Conference paper
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/156345
- Identifier
- vital:11425
- Identifier
- ISBN:978-0-98705075-5
- Abstract
- Visiting Friends and Relatives (VFR) travel has been highlighted through previous research as being historically ignored and underestimated by both researchers and tourism marketing practitioners. However, a new wave of research may be encouraging an awakening in industry circles as to the economic, social and political benefits. Through three case studies in Victoria, Australia of successful VFR marketing campaigns, the reasons why practitioners have developed such marketing campaigns dedicated to reach and optimise their VFR travel ‘market’ are discussed. In addition, the rationale for such campaigns, and their associated marketing activities along with the measures used to judge their effectiveness are explored. The conclusions outline the common themes and issues from the three case studies, and in particular highlight the need for the campaigns to provide economic, social and political benefits.
- Relation
- 24th Council for Australian Tourism and Hospitality Education Annual Conference; Brisbane, Queensland ; 10th-13th February 2014 ; published in CAUTHE 2014 - Tourism and hospitality in the contemporary world : Trends, changes and complexity p. 44-56
- Rights
- Unknown
- Rights
- This metadata is freely available under a CCO license
- Subject
- VFR travel; Visiting friends and relatives; Victoria; Australia; Marketing Campaigns
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