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Building a research base in Australian tourism
Reports
Buildinga research base in Australian tourism Australia’s Third National Conference on Tourism Research was held in March 1993 at the University of Sydney. Twenty-one refereed papers were accepted and 20 were presented during the one-day conference, to a total of 90 delegates from around Australia. The proceedings may be purchased from the Bureau of Tourism Research, GPO Box 1545, Canberra City, ACT 2601, Australia at a cost of AUS$55
Ninety individuals representing every state and territory in Australia and including delegates from New Zealand and the UK participated in Australia’s third national conference on tourism research. The conference was hosted by the Institute of Transport Studies, Graduate School of Business, at the University of Sydney, and attracted mainly academics (51%), government personnel (31%) and private consultants (16%). Unlike the first two conferences, papers were submitted prior to the conference and refereed, and authors of those accepted for publication were given an opportunity to revise and resubmit. The final papers were presented in an early morning plenary session, followed by three blocks of concurrent theme sessions. The following provides a brief overview of the conference programme, with papers that are most likely to be of interest to Tourism Management readers outlined in greater detail. Professor David Hensher provided the keynote address for the conference, outlining his view on useful research approaches and techniques based on 30 years of research in travel choice behaviour modelling. His presentation emphasized the importance of the tourism field building on methodological sophistication developed in other fields. Along quite a different line, Professor Maurice Daly’s presentation, based on a joint paper with Dr Robert Stimson, offered a policy perspective on Australia’s booming tourism industry. The final paper in the plenary session, by Associate Professor Bill Faulkner, was a critique of tourism marketing strategies in Australia, based primarily on Dr Faulkner’s perspective as former Director of the Bureau of Tourism Research. The
318
three papers in the opening plenary session, then, set a very broad, if somewhat uncoordinated, foundation upon which to ‘build a research base’ in tourism. The remaining papers reported on specific research projects, mainly empirically based, taking place throughout Australia and in the South Pacific, with one overseas paper by Professor Stephen Witt of the UK discussing his research in Eastern Europe. Session 2A, entitled International Travel Demand, included three papers. The first, by Clive Morley, outlined the development of a tourism price index for international tourism to Australia. Sarath Divisekera’s paper examined the price elasticity of demand for travel to Australia, with respect to several of Australia’s major markets. The link between migration and tourism was the subject of the final paper by Peter Forsyth and colleagues. Session 2B focused on Tourism Management issues, with one paper by Alan Nankervis offering some suggestions for enhancing productivity in the Australian hotel industry, particularly in the context of human resource management (HRM). Robyn Stokes presented the results of an empirical study she had carried out into the perceptions of and interest shown in farm tourism in certain rural organizations in Queensland. Nankervis argued quite strongly that Australian hotels are less productive, less profitable and less labour intensive than their international counterparts, concluding that there is a need for a comprehensive and integrated HRM strategy encompassing innovative development and performance manage-
ment techniques. The most important conclusion which Stokes drew from her research into farmers’ perceptions of and interest in rural tourism was that, although economic and technological benefits were the most important predictors of tourism interest among farmers, a number of other noneconomic factors were significant as well, and that policy makers need to be aware of this multiple-factor effect when developing ways of encouraging participation in rural tourism. In Session 3A, three papers were presented around the theme of International Tourism. Opportunities to encourage higher numbers of Japanese tourists to Australia were explored by Roger March, whose research is aimed at the generating source of these tourists, namely the Japanese tour wholesaler industry. Professor Stephen Witt highlighted the role of government-imposed restrictions on tourist flows and trends, and presented a case study of East Germany to illustrate the potential magnitude of changes to international tourism that the easing of such restrictions may have. Following on from this, Tracey Hill and Professor Robin Shaw presented the results of an exploratory study into identification of criteria required for the successful cooperative marketing of two countries’ tourism industries. A diverse set of papers was presented in Session 38, which included two papers on research in the South Pacific and a third on an international organization. Brian King and Sean Weaver’s study of the attitudes of tourism operators in Fiji focused particularly on environmental management issues. A related paper on planning issues by Stephen Craig-Smith and Michael Fagence outlined their proposed Delphi study which will seek to re-evaluate planning approaches in the South Pacific. The third paper in this session reported on the results of two surveys carried out by Betty Weiler and colleagues, examining the socio-demographic profiles and reasons for non-participation in expeditions sponsored by Earthwatch Australia. Session 4A opened with a presentation by Associate Professor Bill Faulk-
TOURISM
MANAGEMENT
August 1993
Reports/Books
ner and Graham Bonnett in which they argued the need for adequate statistical and research requirements upon which planning and marketing for the conventions industry could be based. Stan Fleetwood from the Australian Bureau of Statistics followed with a paper which addressed the need for a generally accepted standard of classification of visitor accommodation in Australia. Irregularities in classifications currently in use limited the utility of the data being collected. Departing from the statistical emphasis of the preceding two papers, Fiona Cox and Lloyd Stear attempted to grapple with the concept of special interest tourism, highlighting the need for a more embracing set of defining characteristics than has been proposed so far. A wide range of research approaches was evident in the last session entitled Tourism Planning. Bruce Knapman and Owen Stanley applied the travel cost method to measuring the value of Kakadu National Park, while acknowledging that this method identified only a fraction of the total economic value of preserving the Park. Pascal Tremb-
lay’s analysis of the evolution of tourism policy in Australia was based on a review of published and unpublished literature. The final paper by Georgia Young and colleagues reported on their survey of Port Stephens residents’ perceptions of future tourism development in that shire, which found a clear discrepancy between what respondents believe will happen in the way of tourism development in their shire and what they want to happen. The closing session, chaired by conference organizer Paul Hooper, provided a perspective on past conferences and an opportunity for discussion on future conferences. In contrast to the previous two conferences held in 1988 and 1991, this most recent conference attracted a more balanced number of researchers from academic institutions, industry and all levels of government_ However, like the previous conferences, the content and disciplinary focus of a large number of papers presented continues to be economic, perhaps at the expense of other important research foci. Indeed, delegates at the 1991 conference identified the most important topic for
future tourism research in Australia as being Natural Environment Impact Research (McLaughlin and Aislabie, Annals of Tourism Research, Vol 19, No 1, pp 594-595). This year’s delegates expressed the need for more Australian tourism research in several areas, notably social impacts, crosscultural studies, consumer behaviour, tourism policy and evaluation of tourism planning. Organizers of future conferences will, it is hoped, endeavour to continue to provide a forum for research in the areas of tourist expenditure, demand, forecasting and other economic research, while redressing the balance in favour of non-economic issues. The fourth of what is expected to become an annual tourism research conference is being organized by the universities of southern Queensland and coordinated by Assoc. Prof. Bill Faulkner of Griffith University, and is tentatively scheduied for February 1994.
Betty Weiler and Kevin Markwell Division of Leisure Studies University of Newcastle Newcastle, NS W 2308, Australia
Books Feet on the ground THE AIRPORT BUSINESS by Rigas Doganis Routledge, London and New York, 7992,226 pages
Prof Doganis recognizes and succeeds in explaining the complexities of managing commercial airports as airport managers seek to meet the growing demand for airline services in the 1990s. This includes the transformation of airports from public service entities to commercial ventures. In turn, the airport must now plan its own expansion, growth and capital improvements as well as explore additional sources of financing. The book effectively analyses and
TOURISM
MANAGEMENT
intertwines several major aspects of managing airports: (1) the basic airport business, with the analysis of costs, revenues and comparisons between major airports; (2) the development of airport revenues, particularly non-aeronautical or commercial revenues; (3) the issues confronting airport managers in the 1990s such as changes in airport ownership structures due to privatization; and (4) the ways to cope with capacity issues which create runway congestion. The hook focuses on the major European airports and the British Airports Authority in particular. The topics of airport analysis, airport cost and revenue comparisons, airport congestion problems and solutions are
August 1993
interwoven throughout the book. A better organizational framework and stronger cross-referencing would make it far easier to make the most of the valuable information which this volume contains. Chapters 6 and 7 address commercial/concession revenues. These chapters offer the greatest potential benefits to airport managers. These revenues are derived from shops, including duty-free, and services offered directly to passengers, and to the public in general, such as car parks, restaurants and even discotheques. Perhaps because the area of non-aeronautical or commercial revenues is less controversial than that of aeronautical revenues, it is the easiest part of the book to follow. This focus on the development of an airport’s commercial revenues is the key 319
Buildinga research base in Australian tourism Australia’s Third National Conference on Tourism Research was held in March 1993 at the University of Sydney. Twenty-one refereed papers were accepted and 20 were presented during the one-day conference, to a total of 90 delegates from around Australia. The proceedings may be purchased from the Bureau of Tourism Research, GPO Box 1545, Canberra City, ACT 2601, Australia at a cost of AUS$55
Ninety individuals representing every state and territory in Australia and including delegates from New Zealand and the UK participated in Australia’s third national conference on tourism research. The conference was hosted by the Institute of Transport Studies, Graduate School of Business, at the University of Sydney, and attracted mainly academics (51%), government personnel (31%) and private consultants (16%). Unlike the first two conferences, papers were submitted prior to the conference and refereed, and authors of those accepted for publication were given an opportunity to revise and resubmit. The final papers were presented in an early morning plenary session, followed by three blocks of concurrent theme sessions. The following provides a brief overview of the conference programme, with papers that are most likely to be of interest to Tourism Management readers outlined in greater detail. Professor David Hensher provided the keynote address for the conference, outlining his view on useful research approaches and techniques based on 30 years of research in travel choice behaviour modelling. His presentation emphasized the importance of the tourism field building on methodological sophistication developed in other fields. Along quite a different line, Professor Maurice Daly’s presentation, based on a joint paper with Dr Robert Stimson, offered a policy perspective on Australia’s booming tourism industry. The final paper in the plenary session, by Associate Professor Bill Faulkner, was a critique of tourism marketing strategies in Australia, based primarily on Dr Faulkner’s perspective as former Director of the Bureau of Tourism Research. The
318
three papers in the opening plenary session, then, set a very broad, if somewhat uncoordinated, foundation upon which to ‘build a research base’ in tourism. The remaining papers reported on specific research projects, mainly empirically based, taking place throughout Australia and in the South Pacific, with one overseas paper by Professor Stephen Witt of the UK discussing his research in Eastern Europe. Session 2A, entitled International Travel Demand, included three papers. The first, by Clive Morley, outlined the development of a tourism price index for international tourism to Australia. Sarath Divisekera’s paper examined the price elasticity of demand for travel to Australia, with respect to several of Australia’s major markets. The link between migration and tourism was the subject of the final paper by Peter Forsyth and colleagues. Session 2B focused on Tourism Management issues, with one paper by Alan Nankervis offering some suggestions for enhancing productivity in the Australian hotel industry, particularly in the context of human resource management (HRM). Robyn Stokes presented the results of an empirical study she had carried out into the perceptions of and interest shown in farm tourism in certain rural organizations in Queensland. Nankervis argued quite strongly that Australian hotels are less productive, less profitable and less labour intensive than their international counterparts, concluding that there is a need for a comprehensive and integrated HRM strategy encompassing innovative development and performance manage-
ment techniques. The most important conclusion which Stokes drew from her research into farmers’ perceptions of and interest in rural tourism was that, although economic and technological benefits were the most important predictors of tourism interest among farmers, a number of other noneconomic factors were significant as well, and that policy makers need to be aware of this multiple-factor effect when developing ways of encouraging participation in rural tourism. In Session 3A, three papers were presented around the theme of International Tourism. Opportunities to encourage higher numbers of Japanese tourists to Australia were explored by Roger March, whose research is aimed at the generating source of these tourists, namely the Japanese tour wholesaler industry. Professor Stephen Witt highlighted the role of government-imposed restrictions on tourist flows and trends, and presented a case study of East Germany to illustrate the potential magnitude of changes to international tourism that the easing of such restrictions may have. Following on from this, Tracey Hill and Professor Robin Shaw presented the results of an exploratory study into identification of criteria required for the successful cooperative marketing of two countries’ tourism industries. A diverse set of papers was presented in Session 38, which included two papers on research in the South Pacific and a third on an international organization. Brian King and Sean Weaver’s study of the attitudes of tourism operators in Fiji focused particularly on environmental management issues. A related paper on planning issues by Stephen Craig-Smith and Michael Fagence outlined their proposed Delphi study which will seek to re-evaluate planning approaches in the South Pacific. The third paper in this session reported on the results of two surveys carried out by Betty Weiler and colleagues, examining the socio-demographic profiles and reasons for non-participation in expeditions sponsored by Earthwatch Australia. Session 4A opened with a presentation by Associate Professor Bill Faulk-
TOURISM
MANAGEMENT
August 1993
Reports/Books
ner and Graham Bonnett in which they argued the need for adequate statistical and research requirements upon which planning and marketing for the conventions industry could be based. Stan Fleetwood from the Australian Bureau of Statistics followed with a paper which addressed the need for a generally accepted standard of classification of visitor accommodation in Australia. Irregularities in classifications currently in use limited the utility of the data being collected. Departing from the statistical emphasis of the preceding two papers, Fiona Cox and Lloyd Stear attempted to grapple with the concept of special interest tourism, highlighting the need for a more embracing set of defining characteristics than has been proposed so far. A wide range of research approaches was evident in the last session entitled Tourism Planning. Bruce Knapman and Owen Stanley applied the travel cost method to measuring the value of Kakadu National Park, while acknowledging that this method identified only a fraction of the total economic value of preserving the Park. Pascal Tremb-
lay’s analysis of the evolution of tourism policy in Australia was based on a review of published and unpublished literature. The final paper by Georgia Young and colleagues reported on their survey of Port Stephens residents’ perceptions of future tourism development in that shire, which found a clear discrepancy between what respondents believe will happen in the way of tourism development in their shire and what they want to happen. The closing session, chaired by conference organizer Paul Hooper, provided a perspective on past conferences and an opportunity for discussion on future conferences. In contrast to the previous two conferences held in 1988 and 1991, this most recent conference attracted a more balanced number of researchers from academic institutions, industry and all levels of government_ However, like the previous conferences, the content and disciplinary focus of a large number of papers presented continues to be economic, perhaps at the expense of other important research foci. Indeed, delegates at the 1991 conference identified the most important topic for
future tourism research in Australia as being Natural Environment Impact Research (McLaughlin and Aislabie, Annals of Tourism Research, Vol 19, No 1, pp 594-595). This year’s delegates expressed the need for more Australian tourism research in several areas, notably social impacts, crosscultural studies, consumer behaviour, tourism policy and evaluation of tourism planning. Organizers of future conferences will, it is hoped, endeavour to continue to provide a forum for research in the areas of tourist expenditure, demand, forecasting and other economic research, while redressing the balance in favour of non-economic issues. The fourth of what is expected to become an annual tourism research conference is being organized by the universities of southern Queensland and coordinated by Assoc. Prof. Bill Faulkner of Griffith University, and is tentatively scheduied for February 1994.
Betty Weiler and Kevin Markwell Division of Leisure Studies University of Newcastle Newcastle, NS W 2308, Australia
Books Feet on the ground THE AIRPORT BUSINESS by Rigas Doganis Routledge, London and New York, 7992,226 pages
Prof Doganis recognizes and succeeds in explaining the complexities of managing commercial airports as airport managers seek to meet the growing demand for airline services in the 1990s. This includes the transformation of airports from public service entities to commercial ventures. In turn, the airport must now plan its own expansion, growth and capital improvements as well as explore additional sources of financing. The book effectively analyses and
TOURISM
MANAGEMENT
intertwines several major aspects of managing airports: (1) the basic airport business, with the analysis of costs, revenues and comparisons between major airports; (2) the development of airport revenues, particularly non-aeronautical or commercial revenues; (3) the issues confronting airport managers in the 1990s such as changes in airport ownership structures due to privatization; and (4) the ways to cope with capacity issues which create runway congestion. The hook focuses on the major European airports and the British Airports Authority in particular. The topics of airport analysis, airport cost and revenue comparisons, airport congestion problems and solutions are
August 1993
interwoven throughout the book. A better organizational framework and stronger cross-referencing would make it far easier to make the most of the valuable information which this volume contains. Chapters 6 and 7 address commercial/concession revenues. These chapters offer the greatest potential benefits to airport managers. These revenues are derived from shops, including duty-free, and services offered directly to passengers, and to the public in general, such as car parks, restaurants and even discotheques. Perhaps because the area of non-aeronautical or commercial revenues is less controversial than that of aeronautical revenues, it is the easiest part of the book to follow. This focus on the development of an airport’s commercial revenues is the key 319