Journal of Vacation Marketing

This paper aims to identify a framework for analysis of case study research into self-drive tourism and its associated markets. The history and significance of drive tourism markets around the world are briefly identified, and statistics are provided to support increased attention being paid to these markets. The lack of existing research is identified, with significant recent exceptions being this special issue of the Journal of Vacation Marketing and a collection of articles edited as a book by Carson et al.¹ In order to gain greater understanding of the diversity of self-drive tourism markets and their behaviour in destinations, the framework for analysis suggests attention be paid to location (destination) description; visitor characteristics; access, including distance aspects; nature of visitor flows; expenditure patterns; attractions; accommodation; promotion; history; investment; physical infrastructure; cooperation between stakeholders; level of public sector involvement; and economic impacts and innovation.

In recent years, the concept of developing themed touring routes or self-drive trails has been given much attention. Consequently many have been developed, particularly in Australia and the USA. Themed touring routes have been advocated as opportunities to link regional communities together, form partnerships, encourage tourism development along commonly travelled routes, provide a more satisfactory tourism experience and maximise economic benefits to local business people by encouraging longer stays and greater spending in the region. Ultimately, touring routes can develop into tourist icons, such as the Cascade Loop in Washington State and the Great Texas Coastal Birding Trail in the USA. This paper uses these two case studies to determine the key factors for the successful development of touring routes. It proposes that there are ten, including community involvement, an understanding of the drive tourist, the development of attractions, effective interpretation and signage and infrastructure.

This paper examines the potential role of tourism themed routes, not only as drive tourism products to increase visitation to regional Australia, but also as potential contributors to road network efficiency and improving road safety. The paper is based on extensive research undertaken by Tourism Queensland since the late 1990s into the potential role of themed routes within the tourism framework. These interactive visitor road corridors have demonstrated their ability to affect visitor dispersion, but rely heavily on cross-sector (tourism and transport) cooperation. This paper explores the market for themed routes, examines the potential contribution of tourism themed routes to ‘win-win’ tourism and transport outcomes and highlights the need for greater national coordination.

The Drive Tourism Program 2000-2002 is a partnership project between the Department of Main Roads (DMR), Tourism Queensland (TQ) and the Queensland Heritage Trails Network (QHTN) of Arts Queensland. It is entirely funded by the Queensland government in an effort to stimulate regional and rural tourism growth and enhance the experience of the drive tourist. The development of the QHTN projects is a primary stimulus to this exercise. This paper provides an overview of the Drive Tourism Program (DTP) with a specific focus on the development of corridor management plans (CMPs) as an important element of the DTP. With the drive tourism market fundamental to the success of Queensland tourism, the paper identifies how the CMPs have been developed to cater better for the drive market through the evolution of themed routes and integrated information systems.

The visiting friends and relatives (VFR) market in Florida is a substantial portion of the tourism market. Research suggests that much of the VFR market travels by automobile. In the events following 11th September, 2001, Visit Florida identified drive tourism as the primary segment to invest in. This paper uses Moscardo et al.’s¹ VFR model to understand better the short-haul domestic VFR drive market. Three segments were identified: travellers whose main purpose was to visit and stay with friends and relatives (AFR), travellers whose main purpose was to visit friends and relatives and stay in commercial accommodation (NAFR) and travellers whose main purpose was not visiting friends and relatives but who stayed with friends and relatives (OAFR). Results suggested that AFRs were the youngest segment and stayed the longest time. NAFRs were the oldest group of the three segments and participated in the smallest number of activities. OAFRs had varying levels of income, stayed almost one week on average, had slightly larger travel party sizes and participated in the greatest number of activities while in the area. Recommendations for marketing to the different VFR segments were suggested and limitations were addressed.

This paper examines issues encountered when developing new tourism services generally, and specific aspects relating to the development of remote area dinosaur fossil fields for tourism. It studies two sites, one in the USA and one in Australia. Access to both sites is by minor roads, and both sites are characterised by long drives separating the sites from small communities that offer limited infrastructure and few other attractions for visitors. In both areas, however, tourism is seen as one of the few possible ways to sustain existing communities in the face of declining primary-industry-based employment.

In general, tourists visiting these areas are on touring holidays of two weeks’ duration or more where the attraction is the general attributes of the region as well as to a lesser extent their interest in dinosaur fossils. These provide a potential resource for remote-region economic development through commodification as a new tourism attraction.

Development of dinosaur fossil finds as a tourism resource is conceptualised here as new service development. Developing new tourism services, especially in remote regions, is challenging and has not been well examined in the tourism literature. The new service development process used in this case study first examines the characteristics of the existing tourists travelling through the region. The characteristics of a number of potential market segments currently interested in dinosaur fossils were then examined and contrasted with the existing market. This is conceptualised on a specialist-generalist spectrum of interest in fossils. A study of the tourist service features associated with dinosaur fossil tourism in remote regions of the USA was conducted, leading to the identification of a number of possible incremental development opportunities.

The paper then takes a strategic approach to examining potential new tourism service development related to dinosaur fossils in remote regions of Queensland, Australia. In particular, it describes use of information about existing services in similar regions as the basis for ideas about development as well as comparison between existing and potential markets.

Almost a quarter of all recreational trips over 60 miles (95km) are taken in private vehicles, but there is a scarcity of studies in the tourism literature covering the topic of drive tourism. This paper attempts to augment the paucity of literature on this important and burgeoning market. As a study of billboard advertising targeting drive tourists, this paper seeks to determine if there is an attempt to differentiate motels via attributes advertised on roadside billboard advertising, to identify the attributes sought by drive tourists and to compare them with the offerings communicated to them by roadside billboard advertising for motels. Content analysis and survey results suggest motels can improve on the mix of attributes they are advertising in attempts to attract drive tourists seeking lodging along the interstate highway system. The author offers suggestions to enrich advertising strategy for both independent and chain motels.