Rainforest tourism

Case study Rainforesttourism The contribution of national parks to regional economies in Australia has been investigated by Stephen Wearing and Rob Parsonson of the University of Technology, Sydney, Australia, with particular reference to the significance of the rainforest region to the tourism industry of the New EnglandlDorrigo National Parks. The results of visitor surveys were used as the basis for an economic analysis which found that rainforest-generated tourism had a significant impact on the local economy. It is suggested that a rainforest parks marketing strategy should be prepared, funded jointly by the Parks Service and local business.

relevant

quantitative

tive

data

on rainforest-based

km

and

on

change

tourism.

and

within

and

(NSW) for

have

scarce such

These

others

South

traditionally

land

users.

with

as the

flowing

which

they

decisions

to

industry.

been able

tangible

nefits

to

economic

the

operate.

be-

areas

While

have :multiple

economic

possible

logging

within land

ust‘

objectives.

consic~rations

arc: generally

While

cleterminin~lTfactor.

Within

Wales

competed

other

have often

demonstrate

the

in New

it ha

Northern

NSW

176 900 hectares

of rainforcht.

7’% is in private

ownership.

state

forests,

parks

and 8%

National

36%

multiplier

analysis

analysis)

the impact tourism

in other

Parks

and

reserves.’ Wildlife

has identified

many

in NSW

has sought

and

representative

examples

environments

for

public

and

that national

The

parks

provide

resource

Policy ensures the future

some

recreation.

there

acknowledgement contribution

nomies.

There

available, need on

the

to regional

complete

economic

national

parks

forests

New

Wildlife

mic impact

to the

New

objectives:

the the

to ascertain It

was

the current

not

benefits

of

could

compete

benefits

236

with

of timber

and

tourism

The study

region: and

for

iii-

marketing

of

of the New England/ consistent

;I literature

with

objectives.

11sed the following

to investigate 0

in the New

opportunities

methods

these objective>: search

to

gather

and

several

TOURISM

hinterland

rainfol-est

area

boundaries

based

on

contiguous

Bureau

of It

rainforcst they

with

Statistics‘

statistical

is nevertheless

the

that

and

the

therefore. Mid

Mid

of

Region

thk

study,

to the larger

Region.

This is rein-

cxriecl

out in l%C

established economy

to the Mid

in charx-

Coast

findings

by 21study

Harbour ture

North

Coast

di\,i-

considered

art: applicable

North

arc

Australian

that the study arca is similar to

It

major

study

not

sions.

Ser-

Armidale.

As ;I consequence,

fully

by the

local government

several The

the

Coffs

has ;I similar

that

struc-

North

Coast

regional

ec0110my.’

The

study

esamples NSW visitor

arca

has rcprzscntative

of all the rainforest

and

hence

(at

least)

a comprehensive

types offers

rainforest

in the es-

perience. tourism

in looking

using

at rainforest

;I definition

of

rain-

forests based on ;I purely scientific perspective is that difficulties arise when

conducting

perception. definition

surveys

However, of

rainforests

elcmcnts:

0

communities

closed

protection 0

absence

cover

on

visitor

an appropriate

following

0 diversity all

of

locations.

tcr

rcthe

areas around

the

city

The problem

requirements

industry

region.

conservation

to

of visi-

region;

tourism

Dorrigo

to

in the Ne\\

the special

the rainforests

con-

tourism.

Eli~landiDorrigo

the requirements

identify

creased

con-

to the ecoreference

the coastal

cvere established

forced

industry;

EnglandiDorrigo

0 to

economic

to the rainforests

0 to identify

important

the past economic logging.

therefore.

perceptions

particular

of the tourist

in-

nxessary

with

EnglandiDorrigo

and

or not the economic

raiiiforest-based

a

had the following

the

of the New

0 to identify tors

fol

economic

considered

whether

and.

of rainforests

the tourism

that are consistent objectives.

of r~linforest-b~~szcl

establish

tourism

of the timber

determine

region,

England/ I)

to

nomy

econo-

Figure

in the area it hccame

tribution

parks,

21sdetermined

the

and

85 which

tribution

Centre

opportunities

the decline

dustry

0

Studies.

(see

With

by the

Parks and

Dorrigo

increased tourism with conservation

are,

Tourism

of the New

identify

trips

to visitor

investigated

region

tourist

The study

of rainforest-based

to

for

to

of the

rainforests

national

important

on the economy sought

within

attitudes.

through

and Tourism

that

of

National

Service study

focus

of

rainforests.’

rain-

Rainforest

Wales

for Leisure The

led

towards

consciousness

is believed

particularly

protection

to

locations.

firrirrforcJ.st

areas and attempts

and

w;1> commissioned

South

the

contributions

in particular, which

of

irainforest

public It

information

in general,

Englancl-Dorrigo Study

eco-

information

;I recognition

more

many

raise the general

documentation

i5 limited

and

for

has been little

or

of their

and

areas

fol

Lvith

arcas within

Parks and ~‘ildlife

encompasses

enjoyment.’

government’s

area,

Hurbour

through

of rainforest and

The study

Coffs

to preserve

education

recreation NSW

Service

de\.elopment

constraints

area

vice. includes

of the rainforests

determine

economy:

of

and

NSW National

The

(including

to

on the local

study

national

local

resident

of rainforest-generated

spect to rainforest

Of this. in

local

community;

arc

50%

within

long been acknowledged a scientific

there

visitors.

the

0 an economic

potential Parks

growth

area;

0 an assessment National

tour-

economic

of rainforest

businesses

qualita-

population

the study

0 surveys

and

includes

with

the

;I foliage

of 70~100%:

of tlora; of eucalyptus

MANAGEMENT

genus;

September

1991

I

Queensland

Rainforest area

Tasmania

Figure 1. Study location

w

in Australia.

0

rainforest canop) trees between 30 and 40 metres; _ . 0 rainforest tloor~elatively clear of vegetation with- few herbs and small shrubs.

resource-based recreation and tourism had not been undertaken within the New EnglandIDorrigo areas but had been undertaken elsewhere in Australia including:

Where visitors arc concerned however, other closely related forest types are sometimes included in the definition of rainforest. This is not considered problematic as the central issue concerns the jobs and revenue resuiting from rainforest-based tourism and recreation; whether the rainforest is scientifically authentic is not a central issue.

0 0

Results Two categories of literature were reviewed for the study - studies of tourism specific to the New England/ Dorrigo study area and general studies on the economic impact of natural resource-based recreation and tourism. Several studies of tourism within the NSW Mid North Coast Region (which encompasses the New England/ Dorrigo study area) have been undertaken over the past 12 years. These have variously been conducted by state, local government agencies and private interests. Economic impact studies of natural

TOURISM

MANAGEMENT

0 0 0 0

Fraser Island; the Great Barrier Reef and Coolooia National Park in Queensland; the Border Ranges; the Illawarra region and Warrumbungle National Park in NSW; Gembrook State Forest in Victoria; the western regions of Tasmania.

These studies have variously used econometric modelling. input-output analysis and multiplier analysis to estimate the impact of natural resourcebased recreation and tourism on local and regional economies. The literature review indicated that the study was the first in Australia to investigate specifically the economic impacts of rai/lfbrest-based tourism and recreation. However, previous studies of the economic impact of national parks generally - particularly those for the Warrumbungle and Cooloola National Parks, which were the most detailed economic assessments of national parks in Australia, had covered some aspects that related to the study.

September

1991

The Warrumbungle project, although primarily an evaluation study, incorporated an impact study of the park on jobs and outcomes in the park region.’ The author recognizes that predominantly more of the costs than the benefits will occur in the park region itself, so that impact analysis must also be extended to the state and national levels. The Warrumbunglc study devoted most attention to obtaining precise estimates of actual tourist expenditure. The results were then applied to multipliers derived elsewhere. The Cooloola study was the most recent economic assessment of a national park in Australia.’ The study’s primary objective was to provide measures of the economic impact of tourism and recreation in Cooloola and to compare these with other existing or potential uses of the area, including forestry and beef cattle grazing. Using input-output analysis the study estimated the regional output multiplier for tourism and recreation to be 1.85. Thus, the total outlays by visitors to Cooloola in 1982 of $2.97 million resulted in a total regional output of $5.86 million. The ‘regional employment coefficient’ was estimated to be 0.027 per thousand dollars spent by visitors. This represents one job for every $37 000 spent - or in terms of visitor days, one job for each 1600 visitor days in Cooloola. The present study is somewhat different to the above studies in that its focus is on rainforest-based tourism. However, these other studies demonstrate how economic analysis can make a useful contribution to the debate surrounding the establishment and economic effects of natural resources such as national parks, The literature review also revealed the following information about visitors to the regions. Coffs Harbour is the major destination in the New England/Dorrigo study area and the majority of visitors to the region are ‘domestic family’ - primarily low- to middle-income earners who stay in budget accommodation, travel to the region by car. visit during school holidays and who, in the main, are not large spenders. NSW is the major

237

source

of visitors

to the area.

ing for

75%

of total

visitors.

visitors

to the region

travel

nry via the Pacific ral

attractions

major

tourist

The

major

review try

0

are

findings

requirements

the

in

the

region

;I perceived

in-

lems

for

the

the

tourism

underutilization

of

tion.

and

seasonality

aw;irent”\s

of

major

proh-

industq

arc

Those

0

on

of seasonal

occupancy

quality

levels

resorts

motels

and

cific

rates

but

wjth_

modation

relatively

high

throughout

the

(stkh

as c;ir;iv;ui

and marketing nities

at some

briefly.

The

attitude

marketing,

findings study

studies

among

the

Some canvassed

length.

of rainforest

albcit

of relevance

include

the resident ;I concern

M hich found

residential

to

population

rc-

garding: 0

of

the

;IK;I’s

natural

hcauty: 0

the

negative

impact

‘Tcneratcd rises ti council rata; 0

increxcd

0

a too

rapid

studies in Sydney

poor

knowledge

they

values

and

in

social

and

found

potential

of the North

unfavourably

the

with

had 21 Coast:

references

215 the

major

North

Coast

Queensland

beaches

des-

and climate

to national North

creation

with

and cabin

Coast

ordinary

or

the North

‘sleepy’

-

only

careful

and services

Lvithout

tourist

exist

recreation

trLlm

activities. the

provision

of activities

ranging

It

;tI-e several

from

Queensland

and

singles

‘new

‘club

market,

particularly

and the ‘anti-

tourists’:

packing’ special

oLit-

ocean 0

day

market,

targeting

the

the Japanese and the ‘back-

and business

interest

Victorian es-

market,

market;

conference

the pro-

TOURISM

Re-

domestic

Victorian

indulgers’

honeymoon

‘wilder-

which

Coast

market;

young the

or

spcc-

suggested

might develop:

package tour market,

potential

as a

region is

markets

international

of ;I bride

add sub-

markets;

environmental

The

thih

Significant

operated

This

and popularity

in the Mid-North

Queensland

such

complexes.

and

in

and

f’arks.

protection

by expanding

door

the escarpment

undoubtedly

parks

family

in association

accoln[nodation

independently,

for

Scrub’

the Dorrigo

attraction’.”

Southeast

of a

accommoda-

environment. also

gion

parks.

‘Black

to the value

there

facilities,

national

the

National

‘would

ne\v or

and

along

England

operators

reserves

planning

attrac-

uni-

stretches

national

that

such as Binna

incorporate

an Action

develop

to

acqLliring

tourist

on the natu-

nature The

mu5t Ioc;il

for

to

2s extension

proposal

facilities

parks,

(cg specialist

Lodge).

rc-

may es-

of the

of ;I retreat

are

Potential

development

to capitalize

opporttinities

ists

facilities

camping

of commercially

as

through

attractions

through

of

Coast

limited

of commercial

Lllld

;iccommocia-

capacity;

a need

stantially

recreation

Mid-North

vision

Coast

is

New

Re-

passi\ t: day-use

facilities.

the

of the

There

which

but currently

visitor

existing

and facilities:

implementation

such

Recreation

and

the

towards

education perceived

toLirist

within

At present,

Burr;1

of

axoni-

facilities:

and

attractions.

services

region

and Crown

parks)

tions; they

Forests

oriented

tion

State

Plan

of attractions. serviccc

environmental

estcndecl

;~ccommocl;i-

;I significant

underutilized

with

they perceived (with

0

State

facilities

tinations: 0

Parks,

form

for

tion,

Tourism comprising:

and can interconnect

National

region.

accoi7iino~~atioii.”

ev;iltiation

enter-

and transport

attractions

public-

and to pro-

market

Coast of

increased

Plan.”

‘retiree\’

Tourist

ii diversity

and forests

tourists

tourist

ranger’

;I Regional

potential

of

‘LIeput),

be dcvcloped

an

quaint

tours

attractions,

modation,

towns.“’

family’.

singles’.

i-al attractions

and Melbourne

compared

Coast

and

an inventor>

the

sc’rvicch.

range

change

to inland

felt

shoLild

the

on

local festivals.

vide good qLi;ility is

need to

such as fami-

car/walking to pro\,idc

of

in

farms.

and

anything

is ;I perceived

of existing It

rivers

thar1

schemes, ity

Region

c~~hi~tr-

(beaches.

parks

;LccOi11i7iUCI;Ltlon

in the Mid-North

Areas,

the

national

makes onI!, ;I luw cco-

‘yclllllg

xi-ves

Coast

restaurants.

a compa-

concentrated

of ‘domestic

types,

to the North

now attractions

for

for attract-

emphasizing rather

ly holiday

Lvith

strategies

potential

There

promote

planning

the towns

tourism

totiri>t is

Mid-North

lion

accounting

play

in

contribution

comprise

spe-

Dorrigo

own right

role

coast. Tourism

ist

cnGironments.’

living

0

in land

tourism-

congestion;

economic Visitor

of

general

to hc :1 major

Dorrigo

ILlost

resource

prescr\,ation

for

arc

trip5.”

and

and acti\,ity

it

holiday-

of an economical

region.

in

unique.”

IlXl

fvLlnd

Most

in the area found

prises

opportu-

and

Park

although

of total

minor

Thtl

WI10

thcw

was found

ratively

UlCl

promotional

problems

aspects

the present

.3%

swn

mountains)

region

than for visiting

in its

consists

also considered

Studies

0cct1-

‘-

m1d

rather Park

nomic

park)

iion-peak

espei-iencin~~low panties.

;ICCOIII-

lo\v-cost

the

National

attractions;,

Bellingen

with

,

escLirsions

vilrics

larger

visited

and relaxing.’

sightseeing

for

had

Dorrigo

nature

the

to

c~/~~hi~l~lt/~~/~of opportun-

‘,ittrictive ‘

fluctuations

and

experiencing

occupancy year,

the

Studies

the impact

trips

at market

/iori of attractions

who

found

opportunities;

looking

is

on

associated

I’

the area the main ing visitors

attraction

tourkt

attractions

f highway

flighway

National

:iccommodapoor

the Pacific

to those

touring.

byp;Issecl it for the Nav

niakcr

that

ness’ activities vehicle

England

beautiful

involve-

and support;

;1 perception

or

In

criticized

visited

the incluk

government

such

towns

and often

ties

need within

attractions

5hopping

Queensland.

indu\-

the follo\ving:

ment

they

of the literature to tourism

outstanding exciting

nightlife;

Syd-

and natu-

climate

respect

try for greater

0

2s

the

drawcards.

with

cluded

y”‘,

Half from

Highway

and

account-

and

Lawn

Bowls

estuarint:

visitor,

fl-om

and surrounding

MANAGEMENT

market:

groups,

cg

market.

the and

fishermen; the

Gold

Coast

regions.‘”

September

1991

Relevant

market

ward

the

in

strategies

North

Strrrteg~ include 0

Identify

in

or

Parks,

Areas,

State

Reserves tourim

and

which

will maximize without other

or

should

a manner

and form

dangered

species,

the environment. interface attraction

Any

dein

ensures and

en-

is sympathetic

to

and optimizes

the

the

natural

and the resultant identify

opportunities operated

for outdoor

environmental based

on

the

0 Encourage

of &ese

areas. for

These

plans

a range

cluding

of visitor

commercially

tions.

where

0 Ensure

opera-

appropriate.

that

consideration

to the tourism tial of land,

is given

development

poten-

as part of the decision-

making

process

involved

mining

whether

land

transferred

to the

and Wildlife

Service

should

roads to key locations

Fore-

ing

locations

with

prombtibn

mic impact

day

and recreation

(witness

the Cooloola

that,

with

the New there

respect

is considerable experience)

to the

(including

EnglandiDol-rigo

is considerable

potential through

sensitive

and

marketing,

creative

conservation

tives.

TOURISM

re-

within

study

such effects

jeopardizing

and

natural

rainforests)

hancing out

and

area. for en-

careful. withobjec-

tion

outside from

the within

interstntc

and

who travel

from

out-

tend

to

stay

up

to

one

of accommoda-

types;

the

and

region

mate, and

national

and

of

‘natural

as beaches,

beauty,

peacefulness,

cli-

waterfalls

are

the

major

in the area:

0 the major visitors

parks

other

such

natural

attractions

activities

engaged

are sightseeing,

in by

bushwalk-

ing and picnicking. Rainforests

are

area.

For

is ‘very

sion

of

39%

and

of visitors,

for

another

is ‘somewhat

major

expenditure

visitors

are and

staying

overnight,

expenses’.

September

‘travel meals’

1991

the

rain-

to their

deci-

32%

the

important’.

rainThe

items for rainforest expenses’, and

for

‘food,

non-locals

‘accommodation

The average

for locals,

im-

to visit the study

important’

forest

drink

considerable

in decisions

forest

ture

MANAGEMENT

from

in a diversity

portance

resource-based

a5 a

63% of visi-

(mainly

0 rainforests

these

suggests that the econoof natural

tourism

sources

of

that

population

but also from

week

tourist market-

with

daily

day trippers

expendiand over-

or

as it is (ie

residents.

and

The

400

main

rainforest

are

visitors

-

visiting

purpose

of

whelming

majority

than

perceive

The attract

- and a majority half

of

the rainforests

only

Residents

see them as a rncr;ov tourist More

the fre-

with

of residents

that rainforests

of MU

as the

rainforests.

to the region

inarea

a rainforest

six months.

‘preservation’

and

study

findings

residents

were,

per-

The survey

by telephone of

atti-

their

to the region.

perceive

believe

was conducted community

rainforests

a sample

survey quent

survey

in the previous

visitors

de-

‘beautiful’

it left

general

32% of the sample

side the study area, 19% arc ‘daytrippers’ and 81% are ‘overnight visitors’; 0 the majority of visitors are on holi-

”

The literature

area

A community to ascertain

volved

of

areas.

visitors

natural).

persons.

of

area with

wanted

value

couples,

closely

and

was conducted

serve a large region-

0 of the visitors

and the link-

the packaging,

and

resources.

quite

‘great’

ceived

a diversity

profile

the area as ‘nice’.

peak

and large groups;

travelling

NSW

of access

drives.

l Encourage

groups

scribed

to

were:

natural

the rainforest

involved

2507

to

half

tudes

the

individuals,

attractions’

the upgrading

ing of these

family

access

guided

sites. camping

Almost

char-

overseas);

stry Commission.

0 Encourage

-

study

be Parks

or the

in

to

whole;

in deter-

National

in order

attract

visitors

was

of the survey

0 the rainforests

provide

viable

and

seasonal

survey

containing

al catchment

in-

areas

period

those

0 the rainforests

visitor

facilities

autumn school

.rnr,~e ~eeci for

on wildlife,

access to historic

visitation

as

perceive

information

walks,

visitation

visitor

The main findings

tors

key

with The

673 groups

of plans

should

the non-peak

acteristics

areas.

for

well

was $34, $59 and $89 respecVisitors

in four

NSW

in late February

periods.

The

were sche-

non-peak

for the Australian

attractions

and

peak

as A

compare

and

more

with

reflect

corresponds

activities

the p’eparation

management.

to

nighters

survey.

1987

to coincide

ex-

tively.

of the periods

characteristics

commercially recreation

natural

between

holidays

survey

a community

was conducted

0 the age/gender

promote

education

and facilities of

and

three

survey,

a business

1988. Three

human

experience.

0 Investigate,

survey

scheduled

rare

between

visitor

legitimate

which

of

and

variations.

be constructed

preservation

survey

unduly

activities.

velopment

their

involved

a visitor

duled

Crown

potential uses

to

Recreation

Forests

The study ercises,

periods

adjacent

State

compromizing

the

those comdevelopment

tourism

opportunities national

for-

Tmrisrn

the following:

and investigate

mercial

land

put

Const

major over(SS%) tourists

(52%)

attraction.

residents

(58%)

to have econo-

mic benefits. The major perceived benefit is ‘more money coming into the area’ (55%) with ‘employment’ (19%) and ‘business benefits’ (16%) also being significant. Only 20% of residents believe rainforests bring MI economic benefits. Of these, 16% (ie 3% of all responclents) see the lack of economic benefits as a result of interference with the timber industry. The business survey involved indepth interviews, based on a structured

schedule

of questions.

with

60

and managers of tourism related business. The primary objective was to gather information on business expenditure patterns and relevant business operational characteristics. The secondary objective included the gathering of data on attitudes to rainforests, rainforest visitors and rainforest management. The main findings of the survey were that small businesses predominate in the area’s tourism industry and three-quarters of them employ less than five permanent full-time staff. Proprietors ranked ‘conservation’ as the most important f~rnc/io~l of national parks, followed by ‘recreation’, ‘tourist attraction’. ‘education’ and proprietors

239

‘science’. saw

The

majority

rainforests

attraction

but

potential

to

public

felt

believe

that a

that

improve

awareness

have

environmental, and eco-

aesthetic

Purpose of trip

and

rainforests

of

proprietors national

perceive

Parks

and

and other

public

Mainly to see rainforest Incidentally to sea ramforest

rietors

access

under suggested

which

they

services

proved

felt would

on

to their their

Prop-

maps.

B

C

D

E

F

Mainly to see ramforest Incidentally to see rainforest

im

interpretation market

none

visited

tant

economic is only

allow

a breadth

makes

of

no attempt

results.

that

all businesses

patterns

An

of

attraction

that for

they would

to

but

It

study.

to provide assumption

defini-

en-

visitors,

and

areas are a part

income/

precise

study

some

ex-

in Table

address

impact

and tourism

rainforests

activity

results

ture of visitors

from

groups, The

level

region

or to

staying

only

or

of visiting

indicated

in Table those

rainforest of the trip,

visit

visitor5

Visi-

to

will

economic

purpose

defined

course

are

local

outside

and

trip

specifically

asks whether interviewed. mainly

for

a rainforest. that

set out

visitor

the the is

all

to visit

the

This ot

visitors

who

one of the

respondents

on a range

in the

in the casz of The aver-

per head for the three for

each

is indicated

expenditure

in Table

Shows that staying

visitors

head,

spent

day visitors

-L. This

spent

$33 a

$70 and local

$Y.

Using

the data from

expenditure

attributable

from

each

day

visitors

but

A items

this

has

indicate

travel

and

drinks

and meals,.

$606

that

been

done

I00 visitors of expendi-

$516 is spent on

should

on

food.

of the rainforests

be counted

If a staying

the region

be attributed

not

of

also be

arises ah to how man)

visitors.

of their

should

is spent

days,’ expcnditurc is visiting

proportion

of $1675

ture per day of which

for staying

by that

analysis.

a total

The question

since

have been spent

region.

expenditure

Note

expcnditurc

by definition,

generate

to rainforests

is excluded,

the

2. 3. and the daily

100 visitors.

~lccommoclaticln

would.

Tables

to estimate

that

whole

to for

of items

or,

on the trip.

types

category

visitor 3.

of expenditure

21 hours.

residents,

On

primarily

visitor because

then presumably

holiday

expenditure

to rainforests,

the can

including

Table 3. Distribution

of visitor types, per 100 visitors.

was

for

the -

whom

the

purpose

to count

Purpose of trip

as

1.

was the main

For this

set out to visit

of visiting

local

be

to the

into

in Table

asked

The results

who said ‘yes’ are deemed

assumes

party

previous

necessary.

100 visitors

level

a

to visit

could

division

for this particular

and

aiming

assumption

the

the

excluded in the visitor

3 of the

a trip

10%

were

survey

indicate

other

therefore

question

were

20%

of

visitors,

for

they

sites.

outside

elsewhere.

which

be making

of

of rain-

to the visitor

specifically

where

which

their

it is reasonable

site

used. Those

a rainforest

visitors

questionnaire,

should

the issue of the import-

exercise

be divided

incidentally

purpose

particular

20%

is as indicated

arising

2.

of rainforests

are from

whether

from

expendi-

they

day-visitor’s

according

of

groups

to whether

residents,

the can

each

a different

according

arising

to the rainforests.

tors to the rainforests

impact.

of the recrea-

this

of rxpcnditure

of questions

these are discussed

The economic

group

for each group

A number ance

in

urbitraril)

to the existence

100%

-1. it is possible

of the espendi-

The proportion

100%

This

residents

rain-

attractions.

attempted

‘incidental’

to be counted

survey

benefit,

penditure.

mainly

forests.

acti\‘-

tourist

of the

of

therefore

that one-fifth

sonic

to attempt

other

not

have

is indicated

the transactions

type of business from

assumed

be attributed

identical

to

was

We

ture

of

receives

this

to devi>e

importance

relative

100%

age expenditure

was an impor-

procedure

the

is made

have

or indirectly.

six

forests

indicative

analysed

which

the

survey

Staying visitor

if consiclered

survey

their

does

the natural

be possible

Visitor to region Local Day resident visitor

this basis, for every

The

just

sur\‘ey

most

the rainforest

quantify

investigation.

more

have

in

will

of each specific directly

used

distribution

transactions. would

to

broadly

tive

For

The

sites

rainforest.

types

even if the rainforests

of the region

comples

analysis

study

have

it is possiexpenditure

of this attraction.

Economic analysis

into

be

and spent

interview

modified

a propor-

in that

indicate

It might

The

in-

should

their

existed.

vironment clearly

only

the region

money

not

and

of

be counted,

have

seg-

trip,

was only

expenditure

to be attributed to

to the

For those

For some visitors

that

however

promotion-

particular

ble

had

ments.,

240

A

the rainforest

as much

tourist included

facilities.

of

should

marketing

These

whom

counted.

natural

improve

upgraded

access.

focusing

the

Purpose of trip

as attributable

tion

control.

in the region.

al packages,

tion

Staying visitor

of the rainforest.

cidental

private

in providing

to the Parks Service

ideas on brochures,

ity

Visitor to region Local Day resident visitor

expenditure

existence

with

several

ideas of relevance

their for

to the

its

fol Ser-

development

agencies

promoting

resources

a role

Wildlife

vice in regional tourism _ involving cooperation and

was

to,

region’s

the

Table 2. % of expenditure rainforests.

benefits.

All the

there

access

Proprietors

diversity

Table 1. Visitor types.

tourist

of them.

social/recreational. nomic

of proprietors

as a regional

all

Mainly to sea ralnforest lmdentally to see rainforest Total

Visitor to region Local resident

Day visitor

Staying visitor

7 5

40 11

30 7

77 23

12

51

37

100

TOURISM

MANAGEMENT

September

Total

1991

Table 4. Daily expenditure

per head. Staying visitor $

Local resident $

6 60 0.69 0.39

9 99 9.10 0.24 11.43 1 45 1 00

4.15 0.16 4.53 0.22 0.33

19.82

33.21

9.39

Day visitor $

Item

3.71 a.43

Accommodation Travel Organized excursions Food, drink and meals Entertainmentiadmission Other Total

expenditure on days when they do not actually visit a rainforest. This however has not been done in this analysis. The total volume of expenditure in the course of a year is based on estimated visits to the rainforests in a year. Expenditure of staying visitors who visit rainforests on every, day of their holiday is therefore fully counted while the expenditure of others is under counted. This offsets some of the over-counting referred to earlier. The number of visits to the rainforests per annum is estimated by the National Parks an$ Wildlife Service (NPWS) to be about &JO ilOO.‘s Table 5 provides an esti&te of total annual expenditure by visit’ors which can be attributed to rainforests in the region. This total is $3.355 million. The business survey indicated that businesses in the region claimed that some 71% of their expenditure was within the region. Of this 7l’%, 39% was devoted to wage costs and 32’!& to other costs. Business expenditure cm therefore be divided as follows:

l wages l other local costs l leakage outside of the region

39%” 32% 28%

Multiplier analysis attempts to measure the impact of tourist expenditure as it spreads throughout the local economy. If tourists spend $1000 then the first ‘round’ of expenditure will. on the basis of the above proportions, be divided: Table 5. Expenditure to rainforests.

per annum attributable

Total expenditure per annum $ x lo3

Item Accommodation Organized excursions Food, drink and meals EntertainmenWadmlssions Other

a43 2 1033.2 25.3 1212.5 140 3 101.0

Total

3355.5

Travel

TOURISM

MANAGEMENT

8041000

0 wages 0 other local costs 0 leakage 0 Total

390

320 2YO $1000

But the recipients of the wages spend part of their income locally and the businesses in receipt of the ‘other local costs’ also spend part of their income locally. We do not have data to hand on the proportion of the wages spent locally, so have assumed it to be 50%. The businesses in receipt of the ‘other local costs’ are assumed to behave in the same way as the businesses surveyed. In the second round therefore: 0

0

wage earners in receipt of $3YO, spend $lY5 with local businesses and $195 ‘leaks’ out of the region: local businesses in receipt of $320. spend $125 (39%) on wages, $102 (32%) with other local businesses and $93 (29%) ‘leaks’ out.

This process through a number of ‘rounds’ means, because of the leakage. the sums involved reduce at every round, so that by round nine, the wages element is a mere $6. The effect of 20 rounds means the wage element has fallen to 4 cents. The income-multiplier measures the effects of tourist expenditure on income. For this exercise we have equated incomes with wages (and salaries). There would in addition be an element of profit - insofar as the profits of local businesses accrue to local residents. Taking wages alone, the first round of expenditure provided $390 of income. After 20 rounds of expenditure an additional $414 of (indirect) wage income has been generated, giving $804 in all. The ‘orthodox’ multiplier is the ratio of total income generated to the initial income. in this case: 804390

September

The ‘unorthodox’ multiplier is the ratio of total income generated to initial expenditure. in this case:

= 2.06

1991

= 0.8

It is estimated that, at 1987 prices. every 100 rainforest visitors generate a total of $1678 of expenditure per day. The estimated number of visits to the rainforests per annum is about 200 000. Therefore the total annual expenditure by visitors attributable to rainforests is $3.355 million. This expenditure, after a number of ‘rounds’ will have permeated all corners of the local economy and could therefore form part of the income of many hundreds of people. By dividing the aggregate income figures by an average per capita income figure we could, however, obtain an estimate of the number of full-time equivalent jobs supported. Thus if we assume an average income of $30 000 per annum. the recreation and tourism expenditure identified gives rise to 43 full-time equivalent jobs as a result of direct expenditure and an additional 46 as a result of the indirect expenditure. Multiplier analysis was used to measure the net impact of this expenditure on local incomes employment. The analysis showed that the expenditure contributes $2.7 million per annum to local incomes which translates to 89 full-time equivalent jobs. Any expenditure by the NPWS or any jobs in the service directly attributable to the recreational role of the ruinforests could be added to the above figures.

Conclusions and recommendations

to NPWS

Management implications of the study were presented according to the following aspects cf the study’s objectives:

0 guidelines

for future liaison/ integration between the National Parks and Wildlife Service and the tourist industry: for future marketing/ 0 guidelines promotion of rainforest parks.

The tourism industry can be classified according to several functional sectors (as depicted in Figure 2). If the Parks

241

within

image

the local

merchandizing, the support

produced

themes

and

souvenirs

local

The

business.

\rstigak

visitors

ventures

‘strategic

planning

of

Accommodation

to be clear tives.

parks

define

about

sectors

and tourism

according

to their

industry

basic

firms

and

organizations

classified

function(s).

Source: School of LeisurGTkrism and Community Studies Proposal for a Tourism Degree, Kuring-gai College of Advanced Education, Sydney, Australia, 1988. _

;

Service with

the industry

the various resides own

within

and

furthered cration.

it must

sector

be aware

functions. objectives inter-sectoral of the study

Service’s

the tourism

industry

it

may bc

others through

to the Parks

of

where

and how its

the system

Findings

should

effecti\,ely

cooprelevant

integration arc outlined

with be-

low: tourist-oriented ha\,e ;I positit,e

generally wards

businesses

parks

attitude

perceived economic benefits) bclievc

that

the Parks

play 211active

to-

(and their

and rainforests

and also

Service

should

role in regard to tourism

with

local business.

that

;I working

steering

It is recommended

party

committee

is established

on tourism.

ing that the committee sentation business, the

from

has wide reprc-

community

the local tourism Tourism

or

Ensurgroups.

authority.

Commission

of

NSW. so that all perspectives interests ;irt‘ taken into account.

and

It is also recommended on tourism

that a policy

be developed and relations

with the tourism industry as an earl) priority. and that information on Parks

242

understanding

Service

activities

and proposals

and

~192of rainforest

mum depmds

upon

het\veen

the

natural

to

local

cooperation.

sho~~lcl be rccc>snized

thz1t the optip;1rks probabl!~

cooperative

with

management

its

skills

A

skills.

rainforest

strategy

parks

should

be preparcd

New EnglandiDorrigo funded

jointly

should term

Scrvicc

be represented

Scr-

on local

such as the

To~~rism

the

- to be

and the Parks

authorities

England

(for

Region)

by the Parks

and local business vice should

marketing

Authority

Nen and

play an acti\,e role in the ions-

planning

of

tourism

in the

re-

rxinforcst

programme

-

it

aspects

There which, out

segmentation

search

still

peting

attractions.

;incI market-

much target

demand

effective

strategy c;in be devrlopeti. The tions

conclusions

~rccomn~~‘nd;~-

and

of this study

which are of relc-

vancc to rainforest

mai-keting

according

to the ‘marketing

mix’

product,

place.

(ir

Some visitor

visitors

(W%

additional

recreation

rainforrzt

parks.

define

liaise

with

these

them

formation

to ensure

arc appropriately

with

ab-

businesses,

sufficient that

iii-

rainforests

TOURISM

in

is ;I need to

which

incorporates

five steps. existing

potential

- consider region that

Step two ~ Identify based

sider

‘Who

would

here

as ;I tourist‘?’

Step

to

three

potential

beha\

-

want

and -

to

concome

:1nd ‘I low

do

e‘?’

Match

attractions

MANAGEMENT

target

on geographic

characteristics

seek

and

to visit’?’

potential

beh;t\,ioural

they 0

could promote its

the

Step one - Inventory

markets

Service

promoted.

The Parks Service

0

to

need for

opportunities

There

analysis

the following 0

;I

needs through ;I regional

unmet

mxkct

according

perceive

xtirvey)

cause ;I tourist

providing

and

price

pi-oniotion).

‘what

Parks

arc set

out below

would

The

;in

marketing

industry

of information

xid

before

‘r2inforest

of small

provider

rt‘-

on con-

markets

factoi-s

is ;I predorninancr

is the most

niarkc‘t

needs to be done

changing

plananalv-

market

in the local tourism

rainforests.

should

including

I Iobvever,

mix.

several

market

attractions exists in the

at least potenti:dly.

important

marketing

canvassed

of the ‘strategic

ning process‘

gion, business

to

target

;I solid basis for

prmided ;I

wntur-a

Service

Parks

resource

It

and private agencies with their entrc-

tourism

development - perhaps in cooperation

disscniinated

;IS ;I means for promoting

businesses

preneurinl

Local

and

be

seltxt

and so on.

sis. market

is to li;iise/intc‘grale

ohjcc-

analysis.

objectives.

dcvcloping

ing

the

necessai-y ci1-

the

and internal

The study

into

requires

such a proax.

its corporate

out

market

markets

Figure 2. Travel

to enter

to carry

vironnicnt~1l

3 - if

and thor-

the effective market-

rainfore

Parks Service services and

process‘

in Figure

are to be consistent

ough. Therefore in:

Crntre.

niu5t be hascd

such ;I\ that depicted they

with the

Information/Visitor

;I

upon

in-

of merchandiz-

ing - perhaps in conjunction Marketing

and

service should

the viability

proposed

with would

materials

the needs of park

serve

by

or with

of local craft people. The

salt of locally natural

community

either directly

existing with

September

and target

1991

The

I I Mission corporate objectives

c l

l

l

Marketing programme control and evaluation

majority

travel

drea. Many Armidale ity.

resources constraints values

the relatively The

vestigate

from

rainforest

Parks

Service

the adequacy

facilities,

funding

also

for

is an

These

able attractions cific

target

0 Step

four

be matched

Dorrigo

-

‘Arc

Estimate proposed

to meet

demand

sufficient

revenues

needed?’ private

consider

‘Are

cient

and/or

demand

to

and

provide

but

such

majority visitors

rainforests nities.

The

apparent

tended

attractions

region

and

tourist

Service

people

analysis,

ramme

should

should

be monitored

both

vals. perhaps

tourist should

There

may

be

and

an

accommodation

expressed within

on the issue

or near rainforest

as for

Railway. having

the

attraction.

the

Also

MANAGEMENT

out

the lack

the to

staff

tor

management:

ing

course

park visitors tions

September

as wx

to

parks,

Binna

England-Dorrigo

sources

in NSW

:md develop

for

‘appropriate’

the uses of rainforest The

service

of a re-

businesses

so that

expressed

ab-

for

rainforest

and

2cttltudes

to,

develop business

inform

peo-

visitors

opportunities, th;it

an in-service

actively

in dealing

that with

provide

staff

trair are

rainforest some solu-

seek

mendations tourist those The

word-of-mouth from

people

organizations. at reception service

ab-

location. iittitudes

recognizing

in-

tourist

behaviour,

trained

in

of,

local

local

ple may accurately out

re-

informa-

parks.

should

kits

rain-

~mcl visitors

knowledge

formation

also

Gnforest

schools

to engender

includBurra

could

of promot-

access nnd ‘appropriate’

ensure

would

a

One

major

kits

Eng-

Ioc;~l councils

in the area of visi-

to this problem.

1991

develop

oriented

as the

order

NSW.

the New

the possibility New

with

of

a product

business.

encourage

or near nation-

of appropriately

Service

for

of accommod;ttion

such

A concern

competent

region’s

estensions

Lodge.

need

accommodation

nature

Parks

development as

ing specialist treat

the

more could

promoting

forests tion

biennially.

is

al parks. The service should

in the

inter-

for

Authority,

investigate ing

improve-

programme

at regular

within

need

to

works

is

Commission

land Tourist

more

and in-

p;lrtnership

to promotion,

local

for

which

in

has adopted

and

prog-

policy

this

the

works

rec-

Dorrigo

con\idcr

the

parks

approach

this.

Investigation

opportunities

Tourism

which

implemented

response

high

implications

become

consumer under

arise. The Parks Service

to

a staged be

the

and

kiddress need

material

on

between parks

information

promoted.

rainforest

rainof

could

rainforest

actively start

the up-

circuits

rainforest

is ;I perceived

centres

in or near

completion

ments

should

to

the

On

market

opportu-

and facilities

respond

parks.

-

for new or ex-

Service

perceived

TOURISM

-

This

needs

Glenreagh IS

forest

the

is quite

use of future

potential greatest

-

trails

the

det;iiled

seating,

information/visitor

walking

suffi-

to meet

recreation

examine

rainforest

signs,

Pursuing

of roads and the development

terpretive -

his-

attrnc-

England/

rainforests.

There

water supply, accommodation/

natural

a potential

to

im-

New

its

are

Harbour

New

need for

facilities

interpretive

the

of

Parks

opportunities

the

services

infrequently.

ognize

support

toilets,

and locals - visit the

due to insufficient

which

sector

and

of

New

Coffs

Scrub’

transit the

for

eg

Parks.

barbecues,

and

services

and public

of rainforests

the

of

the

‘Black Dorrigo

is an expressed

camping.

available

overnight

should

is

adequately?’

Awareness

the

the

National

There proved

facilities

demand

0 Step five - Assess support of both

of

England

expected

and usage - con-

the

sufficient

acquisition

facilities.

and

tourists

of accessible

and

attractions

interconnect

mark&?

levels of demand sider

to spe-

own

important

zind

market

Armidale, its

with

Roads

because

cultural

grading

the avail-

levels.

travelling

Highway,

target

‘Can

pursue

road by liaising.

state and local gov-

tourists

torical, tions.

of

agencies.

England

- consi&

actively

of Main

appropriate

in-

and car park-

officer

Department

Armidale

markets

should

of signposting

for the inland

at the appropriate

paper, KCAE, 1988.

in part visitation

parks and the possibility

ernment

Unpublished

esplains

low

access roads

stop

to and

to national

other

Source: G. Buckley, The Mark@in;g Concept,

the coastal

upgrading ing

process

study

the access roads

This undoubtedly

levels.

visitors the

areas, as being of poor qwl-

internal

analysis

the

planning

rainforest outside

regard

the rainforests,

and target market

Figure 3. The strategic marketing

of

by car from

and

tourists rccom-

working

in

particularly

counters.

should

cstitblish

a tr’aln-

243

ing programme people sent

and

for staff.

residents

rainforest

parks

recognize

that

attracting

visitors

in

attractions tains). the

(beaches.

This

visitors

and

potential

for

forest

are3;ls taking

exploring

for from

and moun-

should

shape

rainforest

and for the

the

service

promotional

location

Such

focii

for

as

cess point

in thr

non-coastal

EnglandDorrigo

visit

specific

may

be a consequence

rather

attractions. about

of

area.

excursions

sightseeing

knowledgz

ac-

part

study

holiday-maker

for general

and

2s a tourist

ary

in %lallrysia

in rainfortd

to

in part,

of insufficient

specific

opportuni-

ties.

Future of rai@forest tourism Aswming

increaxs tuurism

there

to he ;I growth

is likely

number Study

of

rainforest

region.

likely

The

to be slow

mic contribution nomy

and

2nd Wildlife adopt

some

and

accept

study

there

forcht Dorrigo

in

is

NSW

in

ccoParks

are prepared

to

recommendations

conclusions future New

National return per

Bird

could be undertaken with

;I similar

the potential

aim particularly

current intersst of I” A study Park

in world Amhoseli

investigating

total

for the park derived

hectare

simi-

Sanctu-

net

from

tour-

it to be 50 times

more

than

the

agricultural

returnb.2”

in rainforest

;irt’;b

mo5t

optimistic

Similar

may provide

support

for the retention

nishing

worlcl

studies furthe

of our clim-

rainforrsts.

Stephen Wearing and Rob Parsonson. Lecturers Centre for Leisure and Tourism Studies School of Leisure and Tourism Studies PO Box 123, Broadway, NSW 2001, Australia The authors would like to thank Tony Veal for his help with the section of the study on economic analysis.

of econo-

regional

National

is ;I strong

Region.

the of

Service

tour-ism

in

hut if the findings

of the the

in the

tourists

to the

the

Aibtralia

I-ate of growth

;IIX ml indication

this study

and

in domestic

international

the

ie

poten-

Projects

Belud

areas

of achieving

focus,

of retaining

are

than

This.

Kota

ism estimated a

provide

promotion

as well

2

National

would

rainforest

interpretation the New

Dorrigo

a centre

of

a key

in

the

suprain-

long-term

tourism.

to

strong other

ii similar

their

lar

rainforests.

Investi-

potential centre

such

Park.

blast

should

of

the advantages

rainforests

given the

also provides

investigation

tial return

materials

visitor/information

244

for

is seen

recognition of

port

co~~zbir~rrrior~ of rivers

promotional

Finally gate

to pre-

to the region the

development

wneral e region.

to

the main

emphasizing

The study

local business

on how

of

this

for raiilEngland/

Notes ‘Australian Heritage Commission, The Rainforest Legacy: Ausfraiian National Rainforest Study, Canberra AGPS, 1987. ‘National Parks and Wildlife Service, Rainforest Po//cies: Background Paper, Sydney, NPWS, 1979. 3Department of Environment and Planning. New South Wales Governmenf Rain-

TOURISM

forest Policy. Department of Environment and Planning, Sidney, 1982. ‘%. Powell, B. Davidson. S. Hunter. Lvnn F. McGovern and A. Westmore, The Impact of Tourism Demand on the Coffs Harbour Local Government Area in 198485, University of New England, Armidale, Australia, 1987. 5A.M. Ulph and I.K. Reynolds, An Economic Evaluation of National Parks, Centre for Resource and Environmental Studies, Australian National Unlverslty. Canberra, 1981. 6G.T. McDonald, I.C. Wiiks, and J. Mornson, The Economic Significance of Cooloola, Institute of Applied Social Research, Griffith University, Brisbane, 1984. ‘Department of Tourism, Mid North Coast Resident Survey, Phase 1, DOT, Sydnev, Australia; and department of Tourism, Mid North Coast Resident Survey, Phase 2, DOT, Sydney, 1976. *H. McKav Ptv. A Studv of Tourists’ Attitudes to the f&h Coast Region of NSW, H. McKay, 1977. ‘R. Day, The Dorngo Steam RaIlway and Museum: Tourist Potent/al, Marketing and Management, Umversity of New England, Armidale, Australia, 1982. “‘Planning workshop, The Role of Tourism in Belligen Shire, Sydney, 1983. “Tourism Commission of NSW, 1987. “Op tit, Ref 8. 13/bid. 14Department of Decentralisation and Development NSW. NSW North Coast Reg/on. Regional Development and Employment Prospects, DDD, Sydney, 1978. 150p tit, Ref IO. 160p tit, Ref 11. “/b/d. “Op tit, Ref 2. “WWF World Wide Fund for Nature, Conservation Yearbook 798511986, WWF Internatlonal, Geneva, Swttzerland, 1986. “D. Western. ‘Amboseli National Park: human values and the conservation of a savanna ecosystem’, In J.A. McNeely and K.R. Miller, eds, National Parks, Conservation and Development: The Role of Protected Areas in Sustaining Society, Smithsonian Institution Press, WashIngton DC. USA. 1984. ,DD 93-l 11.

MANAGEMENT

September

1991