Developing marketing strategy for a resource-based industry

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Abstract

The significance of tourism in Canada is becoming increasingly recognized, with tourism in the top five of foreign exchange earners. This article examines the implications of defining a new market segment - that of 'activity packages' sought by vacation travellers. Nova Scotia - where the travel industry is the biggest generator of foreign dollars - is taken as an example of a tourist destination rich in tourism activities. Factor analysis is used to identify 12 activity packages which could facilitate more specific marketing of tourism resources, with advertising aimed at well-defined market segments.

Original languageEnglish (US)
Pages (from-to)184-193
Number of pages10
JournalTourism Management
Volume6
Issue number3
DOIs
Publication statusPublished - Jan 1 1985

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All Science Journal Classification (ASJC) codes

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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