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

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.

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