Introduction and Background of the Research
For three years in a row, in 2013, Melbourne once again has been voted as the “World’s Most Livable City” by the Economist Intelligence Unit (EIU). It is widely acknowledged that Melbourne is celebrated for its cultural creativity, sports activities, stunning historical architectures, world caliber performing & visual arts centers, cafes culture and world-class meeting facilities. It is only natural if Melbourne tourism has been enjoying a boost for the past years; an average annual growth of 5.3% from 2008-2013 (Tourism Victoria 2013). However, having such assets and benefits translate into a number of challenges to the tourism marketers ...