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.


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.

Additional Information

Master of Business In Tourism Development

Item type Thesis (Coursework Master thesis)
Subjects Historical > FOR Classification > 1506 Tourism
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords Tourism, Victoria, marketing
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