| How green was my festival: Exploring challenges and opportunities associated with staging green events J Laing, W Frost International Journal of Hospitality Management 29 (2), 261-267, 2010 | 418 | 2010 |
| Tourism and national parks W Frost, CM Hall Routledge, 2012 | 242 | 2012 |
| Assessing the experiential value of heritage assets: A case study of a Chinese heritage precinct, Bendigo, Australia J Laing, F Wheeler, K Reeves, W Frost Tourism Management 40, 180-192, 2014 | 220 | 2014 |
| Life changing experiences: Film and tourists in the Australian outback W Frost Annals of tourism research 37 (3), 707-726, 2010 | 194 | 2010 |
| Destination brand identity, values, and community: A case study from rural Victoria, Australia F Wheeler, W Frost, B Weiler Journal of Travel & Tourism Marketing 28 (1), 13-26, 2011 | 171 | 2011 |
| Journeys of well-being: Women's travel narratives of transformation and self-discovery in Italy JH Laing, W Frost Tourism Management 62, 110-119, 2017 | 146 | 2017 |
| Commemorative events: Memory, identities, conflict W Frost, J Laing Routledge, 2013 | 144 | 2013 |
| Zoos and tourism: Conservation, education, entertainment? W Frost Channel View Publications, 2011 | 115 | 2011 |
| Seeking a competitive advantage in wine tourism: Heritage and storytelling at the cellar-door W Frost, J Frost, P Strickland, JS Maguire International Journal of Hospitality Management 87, 102460, 2020 | 113 | 2020 |
| Books and travel J Laing, W Frost Channel View Publications, 2012 | 107 | 2012 |
| Communicating persuasive messages through slow food festivals W Frost, J Laing Journal of Vacation Marketing 19 (1), 67-74, 2013 | 89 | 2013 |
| Migrants and technological transfer: Chinese farming in Australia, 1850–1920 W Frost Australian economic history review 42 (2), 113-131, 2002 | 80 | 2002 |
| A hidden giant: second homes and coastal tourism in south-eastern Australia W Frost Monash University Faculty of Business and Economics, 2003 | 77 | 2003 |
| Avoiding burnout: the succession planning, governance and resourcing of rural tourism festivals W Frost, J Laing Rural Tourism, 166-185, 2018 | 75 | 2018 |
| The future of nature-based tourism in the Asia-Pacific region W Frost, J Laing, S Beeton Journal of Travel Research 53 (6), 721-732, 2014 | 71 | 2014 |
| From backlot to runaway production: Exploring location and authenticity in film-induced tourism W Frost Tourism Review International 13 (2), 85-92, 2009 | 66 | 2009 |
| Gastronomy, tourism and the media W Frost, J Laing, G Best, K Williams, P Strickland, C Lade Channel View Publications, 2016 | 65 | 2016 |
| Travel writers and the nature of self: Essentialism, transformation and (online) construction M McWha, W Frost, J Laing Annals of Tourism Research 70, 14-24, 2018 | 58 | 2018 |
| Wine and Identity M Harvey, L White, W Frost Branding, Heritage, Terroir. New York and London: Routledge, 2014 | 58 | 2014 |
| Explorer travellers and adventure tourism J Laing, W Frost Channel View Publications, 2014 | 53 | 2014 |
