Shopping in Cairns: a fourth element in backpacker destination marketing?

Abstract

Cairns' destination imagery is characteristically built around three elements: (i) its proximity to the Wet Tropics World Heritage Area and Great Barrier Reef World Heritage Area, (ii) its status as an international gateway, and (iii) its reputation as a backpacker "Mecca", providing opportunities to make new friends and have a good time. The role of shopping as an attraction in Cairns, on the other hand, has not been fully understood. And yet, Tourism Queensland has identified shopping for pleasure as the most commonly engaged in activity by backpackers visiting North Queensland. Furthermore, previous research has found that visitors often spend more money on shopping than on food, lodging or other entertainment.