Marketing international tourism to Australia
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Abstract
The aim of this study was to empirically estimate the impact of the international marketing activities of the Australian Tourist Commission on the number of tourist arrivals. Multivariable regression analysis was employed in order to estimate the elasticities of demand from five origin countries for a set of potentially important determinants. The results imply that the marketing activities have been significant in all cases but that other factors have also been very important. Several implications are discussed in terms of limitations of the findings and the allocation of marketing resources.