... they cannot find integration between mass and niche marketing. Each stakeholder group is faced with their own conflicting demands. The Tourism Board can be seen as the owner of the real problem. The real problem has been identified as a lack of integration between the stakeholder groups to create a more effective strategic marketing plan. Each stakeholder group has different ideas about the service provided. The real problem indicates that the marketing communication efforts of the Tasmanian Experience are not successful, because only 3% of the population that are aware of the region are visiting the state. The majority of tourists visiting are from neighbouring states (Victoria and NSW). Approximately 70% of tourists are from the United Kingdom, Europe, America and New Zealand. However, there are other regions which could be targeted to attract more tourists to Tasmania. Another problem is that the cost of travel is expensive in relation to other ...

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