Impact of different domestic source markets on tourist behaviour

Abstract

This paper examines the impact of different domestic markets on tourist behaviour in the popular tropical destination of Cairns, Australia. The study is based on a survey of 969 domestic tourists conducted in Cairns Airport. While it is appreciated that domestic markets are heterogeneous, little research has been conducted segmenting them by their different geographic origins. This study revealed that the demographic profile of visitors from four different Australian states was similar. However substantial differences were noted in trip profile, motive and subsequent in-destination behaviour. These findings add to our understanding of segmentation by adding a new variable to the current toolbox of segmentation methods. Using this approach to market segmentation, different marketing strategies targeted at different domestic source markets may prove efficacious. The findings suggest that geographic segmentation can be a valuable tool to complement other segmentation strategies adopted in domestic tourism.