Current Research Strength 1

Strategic Communication in Tourism

(including marketing, interpretation, and guiding)

Strategic communication refers to communication (whether labelled interpretation, education, information or marketing) directed at visitors and prospective visitors with the aim of achieving specified organisational objectives. It encompases both face-to-face communication (such as tour guiding) and non-personal media (such as brochures, signs, exhibits, and websites) as well as the wide array of print and broadcast media. Research in this category focuses on both the public sector (e.g. protected areas, state tourism marketing bodies, local councils) and tourism businesses (e.g. tour operators, attractions, events). Projects have delivered outcomes such as strategies for attracting or discouraging visitation, influencing visitor behaviour before, during or after travel, improving visitor experiences, encouraging philanthropy and impacting visitor attitudes. Some projects explore the relevance and impact of particular variables such as culture, media, competence, messages and targeted interventions.

TRU Members active in research in this area:

Jim Curtis
Prof Sam Ham
Jeff Jarvis
Prof Betty Weiler
Fiona Wheeler