Potential Synergies for the Short-Break Holiday and Rural Tourism Markets: Evidence from a National Australian Survey

Abstract

Short-break holidays are a growing feature of tourism, but little research has examined their relevance to rural tourism. Based on a recent national study of short-break holidays in Australia, this paper explores the competitive situation of this form of holiday for existing and potential rural destinations. It examines the relevance of short-break holiday-makers travel habits, their priorities and preferences and how likely these are to mesh with rural economies and aspirations. It concludes that this form of tourism is a good mix with many rural situations and that its size and growth characteristics make it an attractive development prospect for many country areas.

Acknowledgements

My colleagues Dr Outi Niininen and Dr Dale Sanders were part of the La Trobe University team which coordinated the project and NWC Opinion Research in Melbourne assisted with the national phone survey and initial descriptive analysis. But as usual any errors of fact and interpretation remain my own.

Funding

The Sustainable Tourism Cooperative Research Centre, established and supported under the Australian Government's Cooperative Research Centres programme, funded this research.