VFR Travel in Practice: Case Studies from Victoria, Australia

Abstract

Visiting Friends and Relatives (VFR) travel has been highlighted through previous research as being historically ignored and underestimated by both researchers and tourism marketing practitioners. However, a new wave of research may be encouraging an awakening in industry circles as to the economic, social and political benefits. Through three case studies in Victoria, Australia of successful VFR marketing campaigns, the reasons why practitioners have developed such marketing campaigns dedicated to reach and optimise their VFR travel 'market' are discussed. In addition, the rationale for such campaigns, and their associated marketing activities along with the measures used to judge their effectiveness are explored. The conclusions outline the common themes and issues from the three case studies, and in particular highlight the need for the campaigns to provide economic, social and political benefits.