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Marketing long haul holidays to Australia

Date of publication: June 15, 1982

Catalogue: ESOMAR Congress 1982: Fitting Research To Turbulent Times

Company:

Authors: John Goldsworthy, Chris Friend, Judy Morrell

Abstract:

This paper is concerned with the use of market research to adjust the marketing stance of the Australian Tourist Commission in the light of changing conditions in their main European markets, so that the appeal of Australia is maximised as a long haul holiday destination. The paper is based on a programme of consumer research carried out in the United Kingdom and West Germany by Marplan. The research has as its starting point the perceived changes in world tourism which brought about a redefinition of the Commission's marketing objectives.

John Goldsworthy

Author

This is a long description of some author details.

Chris Friend

Author

This is a long description of some author details.

Judy Morrell

Author

This is a long description of some author details.

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Goldsworthy, Friend and Morrell (1982a, June 15). Marketing long haul holidays to Australia. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-video-cassette-recorder-in-australia