豪州ツーリズムのマーケティング戦略 : ポスト・オリンピック日本市場を中心として

概要

論文の詳細を見る
The Olympic Games has resulted in a broader image for Australia internationally. Mr. Michael Payne, Director of Marketing, International Olympic Committee said, "Australia is the first Olympic host nation to take full advantage of the Games to vigorously pursue tourism for the benefit of the whole country." On the other hand, following the World Trade Centre terrorist attack, the US military strikes on Afghanistan and the collapse of Ansett Airlines, there is significant concern about the likely impact on the international inbound market in Australia. Japanese market has been one of Australia's most commercially attractive inbound markets. Though Australia's market share of Japanese outbound market has slipped in recent years. Australian destination marketing organizations have to respond to changes in the structure of Japan's outbound industry and in the consumer needs of its overseas travelers.