Introduction
As a destination management organisation (DMO), Tourism Australia is responsible for attracting international visitors and developing long-term tourism contributing to economies (Tourism Australia, 2021; Volo, 2008). Since the cultural orientations of the host country and the target audience are often two contrasting foci, it is vital for Tourism Australia’s marketers to acknowledge and respond to cross-cultural differences with tailored strategies.
By applying Hofstede’s cultural dimensions, this case study analyses Tourism Australia’s cross-cultural marketing communications strategies implemented in China and the United Kingdom (UK) and provides recommendations accordingly.
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