#LookAtMe: Capturing NSW rural destination marketing managers perceptions of engaging the millennial market.

Kim Nelson, Larissa Bamberry, Rosemary Black

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Australian millennials take more trips to metropolitan compared to rural destinations; being inclined to visit the latter for short trips. Given the value of tourism to rural communities, the spending power of millennials and the inclination to revisit destinations later in life, this pilot study sought to explore the perceptions of destination marketing organisations unpacking why millennials visit rural domestic destinations, and the challenges in attracting this group to these destinations. Nine in-depth interviews with New South Wales regional destination marketing managers were conducted. The key reasons for travel being to experience nature and adventure, have authentic and unique rural experiences; and indulge in food and wine tourism. The results of this study will enhance marketing targeted at the millennial segment.
Original languageEnglish
Title of host publicationCAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events
Place of PublicationAuckland, NZ
PublisherAuckland University of Technology
ISBN (Electronic)9780473509224
Publication statusPublished - 13 Feb 2020
EventCAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events - Auckland, New Zealand
Duration: 10 Feb 202013 Feb 2020
https://www.cauthe2020.org/

Conference

ConferenceCAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events
CountryNew Zealand
CityAuckland
Period10/02/2013/02/20
Internet address

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Keywords

  • Millennial
  • rural tourism
  • destination marketing organisations
  • New South Wales
  • ritual inversion

Cite this

Nelson, K., Bamberry, L., & Black, R. (2020). #LookAtMe: Capturing NSW rural destination marketing managers perceptions of engaging the millennial market. In CAUTHE 2020: 20: 20 Vision: New Perspectives on the Diversity of Hospitality, Tourism and Events Auckland University of Technology. https://search.informit.com.au/documentSummary;dn=047197334823473;res=IELBUS