Digital cameras and photo taking behaviour on the Great Barrier Reef — marketing opportunities for Reef tour operators

Abstract

Photography is an important element of the tourist experience and provides both a method of later reliving the experiences of the journey as well as sharing elements of the journey with others. In the digital age photography has taken on a new dimension with the ability of people to enhance images as well as share them with others via new media such as the internet, Facebook, YouTube, MySpace and blogs. This paper reports on research undertaken into the taking of photographs of the Great Barrier Reef and finds that respondents rate the need for good photographic images as a high priority, are likely to use digital cameras in preference to other photographic devices, that there is a small but significant market for commercial photos and offering digital photo opportunities can provide the operator with a powerful and free marketing tool.