Promoting Gondwana: presentation of the Gondwana Rainforests of Australia World Heritage Area in tourist brochures

Only 3% of tourism brochures in the Gondwana Rainforests of Australia World Heritage Area mention 'Gondwana' or 'Gondwana Rainforests,' highlighting a significant gap in branding awareness despite its importance as a tourist drawcard. This study analyzed 343 brochures to assess the representation of key terms like 'rainforest,' 'World Heritage,' and 'Gondwana' in both text and imagery. The findings underscore the need for stronger promotion of this globally recognized brand to enhance visitor engagement and community awareness, given its role as a remnant sub-tropical rainforest ecosystem declared a World Heritage site in 1986.

Wilson, E., Stimpson, K., Lloyd, D., & Boyd, W. E. (2011). Promoting Gondwana: presentation of the Gondwana Rainforests of Australia World Heritage Area in tourist brochures. Journal of Heritage Tourism, 6(4), 297–308. https://doi.org/10.1080/1743873x.2011.620112