Supply-chain considerations in marketing underdeveloped regional destinations: A case study of Chinese tourism to the Goldfields region of Victoria

Abstract

One important feature of tourism strategies in recent years is increasing commitments to marketing underdeveloped regional destinations, those that have been receiving far fewer tourists than national tourism icons and gateway cities. However, limited efforts are devoted to investigating the cooperation and strategic consistency in the supply chain that plays a vital role in determining the success of the associated regional destination marketing campaigns. In a case study of the Chinese tourism market to the Goldfields region in Victoria (Australia), the study identified some significant strategic discrepancies between the travel agents and destination suppliers. It was found that these differences had become a bottleneck problem for the region's international tourism development. Discussion suggests that the relevant reasons are related to the competitive environment, individual business concerns and a lack of mutual understanding. To improve the situation, this paper recommends reforms in the travel agency's reward system and more emphasis be placed on personnel training of the travel agents, exchange of market research findings, and to increase the Chinese tourists' awareness of Australian tourism web sites.