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dc.contributor.advisorJohnston, Charles
dc.contributor.authorMaster, Arnaz
dc.date.accessioned2018-02-27T21:36:24Z
dc.date.available2018-02-27T21:36:24Z
dc.date.copyright2018
dc.identifier.urihttp://hdl.handle.net/10292/11348
dc.description.abstractThis thesis investigates the significance of holistic marketing on tourist motivations, expectations, and experiences through a case study of Queenstown, New Zealand. Queenstown’s marketing initiatives and tourism operations were researched and critiqued to reveal a lack of holistic marketing. To investigate the impact of this lack of holistic marketing, a survey of 250 first-time tourists was conducted to collect raw data on tourists’ pre-arrival knowledge, motivations, and expectations, as well as tourists’ post-arrival experiences and recommendations. Raw data from this survey was analysed to reveal discrepancies in Queenstown’s marketing. It was found that due to the limitation and selective destination marketing of Queenstown’s Top 3 tourism offerings, first-time visitors were kept from understanding the destination’s holistic nature. Results acquired from these surveys showed the impact of marketing practices on tourists’ pre-arrival expectations. These expectations were shown to impact tourists’ satisfaction levels. Tourists experienced overall positive disconfirmation, however, tourists’ reported highlights of experiences suggested otherwise when compared to their primary aims for visiting. Results revealed that holistic marketing of Queenstown’s offerings would further enhance tourist experiences, and development of under-rated offerings and operations would benefit the destination through improving quality and allowing for increased marketing. This research concluded with the recognition that holistic marketing is a tactical activity that destination marketers need to strategically implement in order for it to have a long-term and sustainable tourism activity.en_NZ
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.subjectTourismen_NZ
dc.subjectTourism marketingen_NZ
dc.subjectHolistic marketingen_NZ
dc.subjectSignificance of marketingen_NZ
dc.subjectMotivationsen_NZ
dc.subjectExpectationsen_NZ
dc.subjectExperiencesen_NZ
dc.subjectFirst-time touristsen_NZ
dc.subjectQueenstownen_NZ
dc.subjectNew Zealanden_NZ
dc.subjectExpectancy Disconfirmation Theoryen_NZ
dc.subjectEDTen_NZ
dc.titleThe significance of holistic marketing on motivations, expectations and experiences of travellers: A case study on Queenstown’s first-time touristsen_NZ
dc.typeThesisen_NZ
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of International Tourism Managementen_NZ
dc.rights.accessrightsOpenAccess
dc.date.updated2018-02-27T07:55:36Z


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