To paraphrase from the movie Shrek: Ogres are like onions; you have to peel away their layers to see what lies beneath. The same can be said of incentive qualifiers. How do you know what really motivates them unless you dig deep? And how do you choose a destination that will strongly appeal to many, if not all, to satisfy your sales goals?
That's what Tourism Australia wanted to find out, knowing that while Australia has incredible appeal to Americans, it does not always