Does the Destination Matter in Domestic Tourism?

Do destinations really matter in domestic tourism when markets as a whole are considered? This study applies push-pull theory to assess destination choice among domestic Australian tourists. Two types of analyses are undertaken. The first compares push factors and pull features across a range of destination classes, while the second conducts a paired-destination analysis investigating differences between like destinations. The study determined that few real differences exist in push factors by either destination class or paired destination set, while virtually no differences were observed in the pull features of individual destinations. The study concludes that many domestic destinations are highly substitutable, creating a challenge for destination marketing organisations.