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Strategic marketing and the tourism small business in Victoria

Bransgrove, Colin E (1991) Strategic marketing and the tourism small business in Victoria. Coursework Master thesis, Victoria University of Technology.

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Abstract

The research concerns itself first with the survey and analysis of 163 tourism small businesses from both rural and city locations in Victoria which are a representative sample of the 5,000 to 9,000 tourism small businesses in the State. In investigating the extent to which such businesses use a strategic marketing approach the basic premise underlying the investigation is that there is a positive correlation between strategic marketing and business performance. Following an extensive examination of the literature relating to business, tourism and marketing strategy, the author puts forward a strategy model which provides the framework for the research and quantitative analysis of the survey. This takes the form of a model strategy. The research indicates the application and significance of the strategic marketing practice to both the Victorian and wider Australian tourism small business sector.

Item Type: Thesis (Coursework Master thesis)
Additional Information:

Master of Business In Tourism Development

Uncontrolled Keywords: Tourism, Victoria, marketing
Subjects: FOR Classification > 1506 Tourism
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: VU Library
Date Deposited: 26 Jul 2010 04:44
Last Modified: 23 May 2013 16:43
URI: http://vuir.vu.edu.au/id/eprint/15571
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