Hong Kong PolyU study: Differentiation needed for South Pacific destinations | The Insight Files | Scoop.it

"Australian tourists tend to consider South-Pacific destinations as largely similar, notes Dr Stephen Pratt of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University in a recently published research article. Destinations, he shows, are broadly substitutable for each other. Yet there is sufficient scope to enhance the attractiveness of less well-known islands to this, the region’s largest tourist group. Dr Pratt assesses Australian tourist perceptions of similarities and differences among four South-Pacific destinations, and argues that marketing organisations need to strike a balance between promoting the region as a homogeneous whole and highlighting the distinct attractions of particular destinations."