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Original Articles

NETWORK ANALYSIS OF TOURISM EVENTS: AN APPROACH TO IMPROVE MARKETING PRACTICES FOR SUSTAINABLE TOURISM

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Pages 656-669 | Received 15 Aug 2008, Accepted 05 Jan 2009, Published online: 10 Nov 2009
 

Abstract

Farmers' markets have recently emerged as a new tourism event around the globe. Yet, little information is known about them. This article explores the network of stakeholders associated with farmers' markets through a qualitative analysis over a period of time of an Australian farmers' market. Multiple methods of data collection were used to build a case study of the farmers' market. The findings highlight the acute need for this farmers' market, and potentially many others that are similar, to strategically establish an appropriate and effective network of stakeholders for both organizational longevity and tourism sustainability.

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