Abstract:
If Coca-Cola lost more than half of its Australian market share to Pepsi over a ten-year period marketers of fast moving consumer goods would be amazed at such a change in market share. Marketers of tourism destinations might be expected to be similarly amazed by the more than halving of Fiji's share of the Australian international tourism market between 1982 and 1996 and an approximately similar increase in Bali's market share. This study investigates one of the possible factors underlying Fiji's loss of market share by using Crompton's and Leiper's theory of tourist motivation in the context of Clare Gunn's' c'oncept of clustering of tourist attractions into tourism precincts .
