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Using multi-source low cost research to devise a marketing and communications strategy for a low visibility tourist region

Date of publication: May 4, 1988

Catalogue: Seminar 1988: Travel And Tourism Research

Author: Mike E.C. Larbalestier

Abstract:

This paper tells the story of how, using a number of already available surveys, a marketing and communications strategy was devised for an area that was historically better known as a coal and iron and steel industrial complex than as a touristic resort. The name of the area? The Leisure Coast, centred on the industrial city of Wollongong, some 80 kilometers south of Sydney, Australia.

Mike E.C. Larbalestier

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Citation

Larbalestier, M. E. (1988a, May 04). Using multi-source low cost research to devise a marketing and communications strategy for a low visibility tourist region. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/using-multi-media-measurement