may hold a different point of view based on their specific business
goals and perceptions of the relevant market, regardless of Tourism
Australia’s emphasis on international tourist diffusion to regional
destinations in its marketing campaigns. To encourage the Chinese
travel agencies to promote regional travel in Australia, it is important
to understand their management and marketing rationale. The
key question is how the Chinese travel agencies are promoting
regional Australian destinations and, if little effort is made in this
respect, why? This paper addresses this question by investigating
the management and operations of the travel agents involved with
the Chinese tourism industry links to the Goldfields region in
central Victoria (Australia), and explores possible gaps between
these agents and their Australian suppliers.