The Effect of Market Access on Destination Choice

Abstract

Market access refers to the competitive advantage or dis advantage that competing destinations may have in relation to target markets. The theory suggests that those destinations that enjoy greater market access, as measured in terms of lower travel time, effort, or financial costs, should be more attractive to consumers. This study examined the effect of market access on the visitor mix at a series of destinations along the Princes Highway in southeast Australia. The re sults of the study contradict the theory and suggest that desti nations with ostensibly poorer market access do not neces sarily have an inherent competitive disadvantage when compared to destinations with stronger market access. Im portantly, market access affects the visitor mix at each desti nation. Furthermore, as market access from key markets de clines, substitute markets become relatively more important.