From Dead Heart To Red Heart: Developing The Destination Image Of The Australian Outback

The Australian Outback projects a destination image which is unique and attractive to tourists. While this destination image is promoted by various destination marketing organisations, it was initially established by a range of media, including books, magazines, art and film. Though crucial to the development of destination image, such organic media stand outside of the control of destination marketing organisations and the tourism industry. This paper examines the development of the Outback's destination image through three sources. These are the books Australia Unlimited (1918) and I saw a strange land (1950) and the film Jedda (1955).