Promoting to the drive tourists: an exploratory Queensland study

Abstract

This research was designed to increase understanding of demographic, planning and preferred attractions and activities characteristics of drive tourists in rural areas in Queensland. An important outcome is an enhanced understanding of the drive tourist market will assist rural communities to develop more effective promotional strategies. Major findings include the relatively homogeneous nature of drive tourists, the level of planning they undertook prior to their journey, information sources consulted and the activity clusters that drive tourists were most interested in participating in.