Key results from the 2003 study were presented to four tourism-related organisations in the
Coral Coast region, including the RTO. As a result of the research Bundaberg Region Ltd
changed part of the focus of its domestic marketing plan in 2004 to position the destination in
the Brisbane market as “an attractive, accessible and affordable short-break destination”
(www.tq.com.au). In comparing results between 2003 and 2007, it is suggested this approach
has not yet resulted in improved CBBE for the destination, which following Hunt and Gartner
(1987), highlights the long term nature of re-branding, re-positioning or changing destination
image.