Photo Elicitation: Understanding Factors Contributing to a Successful Public Marina in Western Australia?
Australian and New Zealand Marketing Academy Conference
Faculty of Business and Law
School of Business / Centre for Innovative Practice
The Australian coastline is a popular destination for tourism, leisure and recreational activities. Marinas are an important avenue for Australian society’s relationship with coastal and marine environments and are significant revenue generating infrastructures. The sustainability of marinas has been recently questioned, along with the need to understand and replicate successful Marina’s such as Hillarys Boat Harbour in Western Australia. A photographic competition was utilised to generate respondent produced stimuli (photographs along with 25 word captions) to elicit perceptions of Hillarys Boat Harbour in Western Australia, from the perspective of visitors, businesses and penholders. The photographic competition provided material that generated a rich source of data as people articulated their emotive associations with Hillarys. Through the use of photographs and captions, themes emerged that clearly illustrated Hillarys as more than a just a facility but a local to create memories and social experiences shaping Hillarys as a unique place and brand.