Are eco-tourists different? a study of marketing communications effectiveness in destination selection

Abstract

This paper builds on previous research on the effectiveness of the communications mix and sources of information used by tourists in destination selection. It argues that a differentiated marketing promotional strategy is required for each of the different destination sites within a country and that the product life cycle model is a useful concept for destination marketing strategy formation. Data collection for this exploratory research was obtained from a survey carried out in an internationally recognized eco-tourism destination, the state of Sabah in Malaysia. Correspondent and MANOVA analysis revealed significant differences between international and domestic tourists. Key findings highlight that the effectiveness of the media chosen and the source of information consulted in destination selection varied with the site chosen which may be related to its stage of “newness”.