Abstract
In the light of the pressures and challenges regions have experienced in recent times, the organisation of regional tourism is currently under review in many countries. This paper explores regional tourism policy and planning in analysing the effectiveness of reforming regional tourism using Western Australia as a case study, where the government in 2004 replaced its 11 Tourism Regions with five Tourism Zones. The main purpose of this realignment was to better reflect travel pattern, visitor expectations, product availability and iconic experiences as well as to create more efficient and effective administrative arrangements at the regional level.
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