The Development of Backpacker Tourism in Western Australia - Term Paper Example

The Campaign of Selling Back Packers from 15 Miles radius of High Wycombe to Youth Hotels Australia I. MARKET SUMMARY Backpacker tourism has been identified as a key growth area for inbound tourism. Tourism Australiahas increased its focus on this market segment in recent years. a summer-sun, mass-market destination. At the same time, the over-supply of accommodation has enabled tour operators, able to command heavy discounts, to reinforce the mass-market appeal of the island. ThusBackpackers are Tourism's biggest spending visitors. Research has shown that on an individual basis, backpackers spend up to four times as much in Australia as do mainstream visitors, such Japanese tourists. In 1997, 240 000 backpackers spent more than 1.2 Billion Dollars during their stay in Australia. Cheaper flights and favourable exchange rates have encouraged the tremendous growth of this market with more than 400 000 backpackers expected to visit Australia in 2002. (Macbeth and Westerhausen, 2003) Backpackers hold special potential for regional Australia. Already, backpackers make up more than half of all international visitors and visitor nights in some parts of regional Australia. Their tendency to roam farther afield than other types of tourists is reflected in the fact that backpackers visited an average 10.6 regions in Australia during 1995-96, compared with 2.7 regions for all visitors. However although backpackers are visiting up to four times more of Australia than other types of tourists, large sections of regional Australia continue to be bypassed altogether The marketing strategy for backpacker tourism is composed of four strategies: promote 'quality' tourism based upon: maximizing income from tourism through a value-volume strategy (i.e. relatively lower growth in arrivals, but targeting higher-spending visitors); reducing seasonality; repositioning Australia's image as a destination, with greater emphasis on experiences linked to the island's environment and cultural heritage, marketing Australia's diverse population as a 'a mosaic of nature and culture, a whole, magical world concentrated in a small, warm and hospitable island in the Mediterranean at the crossroads of three continents, between West and East, that offers a multidimensional, high quality tourist experience. Tourism Australia has been active in this segment for a number of years, and is building on past experience to continue to develop it. Investing in this segment now will provide substantial returns in the future as the backpackers of today are likely to become the returning high-yield target markets of tomorrow. Backpackers area unique tourism segment. Their characteristics are as follows: there is an evident and strong social interaction among backpackers, the existence of backpacker enclaves, the relatively prolonged duration of most backpacker journeys compared to the conventional tourist trips), and the inviting traits of a classic anthropological subject, rites of passage. Parallel with the growth and expansion of the phenomenon itself, research into backpacker tourism has grown dramatically too, and a noteworthy share of that research has been conducted by means of ethnography, while a large share of the remainder display much influence from ethnographic methodology. The author has been part and parcel of this development as he, since 1990, in total has conducted more than two years of ethnographic fieldwork among backpackers and has published several papers on the ethnography of backpackers INTRODUCTION 'Travel and tourism is the largest industry in the world, accounting for 11.7 per cent of world GDP, 8 per cent of world export earnings, and 8 per cent of employment. This mobility affects almost everywhere, with the World Tourism Organization publishing tourism statistics for over 180 countries (WTO 2002). Almost no countries are not significant senders and receivers of visitors. Internationally there are over 700 million legal passenger arrivals each year (compared with 25 million in 1950) with a predicted 1 billion by 2010; there are 4 million air passengers each day; at any one time 300,000 passengers are in flight above the United States, equivalent to a substantial city; one-half of British adults took a flight during 2001; globally there is one car for every 8.6 people, with a predicted threefold increase in car travel between 1990 and 2030. This mobility is significant for the global environment, accounting for one-third of total CO2 emissions (Urry 2003), and contributing to the rising sea levels that are already threatening to submerge many current places to play. Many places are being put into play due to the increasingly global character of these contemporary mobilities. The 1990s have seen remarkable 'time-space compression' as people across the globe have been brought 'closer' through various technologies. There is an apparent 'death of distance' in what is sometimes described as a fluid and speeded-up 'liquid modernity' (Bauman 2000). The attractions of islands as tourist places to play are diverse. The perceived physical characteristics of the islands where this tourist growth has mostly occurred - unspoilt beaches, clean sea, and an attractive climate - highlighting the intimate relationship between the land and the sea that surrounds it, are undoubtedly a major appeal, as are natural and cultural attractions. However, more important, perhaps, are the distinctive yet less tangible aspects of 'islandness' - the sense of distance, exclusivity, separateness, insularity, tradition and, frequently, colonial links - and the subsequent potential for tourists to permit themselves to indulge in liminal or compensatory forms of play (Gottlieb 1982; Lett 1983). In other words, while mainland coastal resorts may be places on the margin (Shields 1991), the physical separateness of islands places them well beyond the margin. They are places to which tourists are often attracted by the perceived opportunities for hedonistic or unlicensed playfulness, a fantasy 'other' affording opportunities for activities or behaviour unconstrained by the customs and structures of everyday home life. It is not surprising, therefore, that it is principally, though not exclusively, island destinations that have come to be associated over time with excessive or liminal behaviour on the part of tourists. (Hall 1992:110; Kolland et al. 2000), while in the 1970s, the Seychelles were considered the 'islands of love'. The 'Hedonism' resorts in the Caribbean the Greek island of Mykonos famed for its straight and gay clubs and nudist beaches, and Ibiza. THE PROFILE OF BACKPACKERS The movement of backpacker tourist streams and the construction of subcultural itineraries are governed not simply by the convenience of transport but also by the social environment at a destination. Nowadays, many individuals are less concerned with the exploration of the unknown than the opportunity to interact with each other during the course of their journey. Therefore, the existence of vibrant meeting places en-route represents a crucial component for destination choice for this segment of the tourism market. Hardy (1990:541) stressed that that touristic is influenced by the setting in which it takes place and by the visitor's own search for novelty and excitement. Schwartz (1991:591) observed that, unlike tourists who primarily form relationships within their group, travellers depend upon relationships established with others along the road. Given that socialising with other backpackers has gained a pre-eminent position as far as activity-choice is concerned, it is obvious that locations where the opportunity exists to interact with each other are like "magnets in a flow of charged particles". Once 'centres' are established in backpackers' eyes as desirable destinations to visit for their social as well their touristic qualities, news of the their existence is communicated not only throughout Australia but around the globe in a matter of weeks by word of mouth and through the internet. Confirmed by those who follow in their footsteps as "happening" destinations, a trickle of visitors is capable of turning into a veritable flood over a short space of time, causing existing travel-routes to alter their course. If the desired social interaction can be continued and the setting remains socially and environmentally sustainable, destinations become "must see" magnets on the subcultural itinerary and can be assured of a continuous flow of backpackers. The backpacker tourist is single, usually a college student or a graduate student who has a carefree lifestyle. He/she is adventurous and wants to go to far flung places to experience different cultures. He/she tended to buy a plane ticket first and decide where to stay once he/she had arrived. In general, they liked to determine their own pace of travel and make their own decisions rather than being dictated to by a package-tour operator. This desire to use travel experiences for self-creation and re-creation has been subject to some critical analysis. Munt argues that tourists are better defined as ego-tourists because they search for a style of travel that is reflective of their own perception of themselves as having an alternative lifestyle, and which is capable of enhancing and maintaining their own cultural capital (Munt 1994a: 105-108). II MARKETING OBJETIVES PRODUCT Australia is marketed to British backpacker tourists as an international sun-sea-sand destination with an emphasis on fun, nightlife, relaxation, and romance. Australia is known as a place for relaxation, rejuvenation, and sensuous abandon. The landscape and culture are repeatedly represented a heaven on earth. Australia has already identified opportunities for local business to cater for this newly emerging segment of the tourism market. The next step is for hostels like YHA to develop a strategy for the attraction of backpackers to Australia.. Develop a website and other promotional material to support the linking of ignored regional areas to the existing itineraries followed by backpackers during their stay in Australia. Develop a 'backpacker trail' throughout the combined regions. (Macbeth and Westerhausen, 2007). YHA hostels own and manage 4,500 hostels which are affordable, clean and filled with basic amenities for the young traveler. The hotel staff are friendly and the hostel surroundings are safe. The hostels have swimming areas and beaches which cater to backpackers who love the sea-sun and sand. There are 130 hostels in Australia. PRICE The YHA hostels are affordably priced for the student and young professional traveler. PLACE Tourism is basically seasonal; with around 40 per cent of all tourists arriving during the peak summer quarter (July-September). This is marked in Australia, Thailand and Malaysia. The major tour operators in these countries do not offer the resort over the low season, since the family and principally youth market defines its tourism profile. The major tourism development projects in Australia are supported by local political structures and socio-economic tradition. PROMOTIONS The attraction of the Australian tourist destination to British tourists is clear; it is familiar and safe, English is widely spoken, cars drive on the left, and the currency, the Australian dollar is familiar to them. Historical and cultural links between the two states (Australia was a British crown colony). The backpackers derive their instruction from the guidebook; a mobile reference unit for a particularly mobilized style of travel.(Walsh, 2007). In addition, YHA can distribute the travel books and brochures to the 21-24 years old target market. Specifically, the YHA can give the travel books to the 46 full-time and 1 part-time graduate students of the Buckinghamshire New University. They can also approach the 88 students who are Work Based Foundation Degree Scholars. All the promotional strategies should be designed to deliberately appeal to a 'youth audience'. It is recognized that 'younger target groups' belonging to the 21-24 years old market is the main target market. The website of the YHA can include downloadable hip-hop tunes which appeal to the youth audience, a chat room where backpackers can exchange travel insights, travel reviews of the hostels and self-caring accommodations and photos of the YHA hostels and properties. III. PRODUCT COMPARISON Philip Kotler (2003) et. al., explained that destinations are places with some form of actual or perceived boundary. This may include the physical boundary of an island and political boundaries. Macro destinations such as the United States contain thousands of micro destinations which covers several, states, cities and towns. Moreover, Kotler also cited the benefits of tourism such as direct employment in hotels, restaurants, retail establishments, and transportation, improvement of support industries and professions and the multiplier effect as tourist spending is channeled to the local economy. In addition, tourism helps shift the tax burden to nonresidents A. THAILAND Thailand is known as a value-for-money destination. The strong cooperation of the public and private sector has enabled the continued flow of incoming tourist arrivals. Entry visa applications are swift. Foreign visitors, particularly from Europe are welcome in Thailand. Positive developments such as the opening of the Suvarnabhumi Airport in September 2006 raises the profile of Thailand and shows the desire of Thailand to be at the forefront of Asian tourism. The beach community in Pattaya saw that the new airport, with its direct links to Pattaya, led to a new boom in visitor arrivals. The Buddy Boutique Hotel Inn located at Khao San Road has great rooms and a refreshing pool on the roof with an attached bar. The deluxe rooms have a veranda and slightly larger beds than the standards, but they are otherwise identical. The rooms are all very well decorated and very clean. The inn charges a room for 300 Thai baht a day or US $ 10.061 dollars per day. Longer staying guests get a discount. B. MALAYSIA Malaysia's tourists go for eco-tourism and they go to experience a particular event. Malaysian tourism has targeted the European Union in a bid to increase its tourism competitiveness. Malaysia has focused on doubling the scheduled air flights to other countries and opening new air routes and infrastructure development. Other backpacker lodgings in Asia offer very competitive rates. Bangkok is considered a premium tourist hub.The Backpacker Travellers Lodge which is located at 158 Jalan Tun HS Lee, Malaysia charges 40 Malaysian ringgit or US $12.14 US dollars for a double room per night. Longer staying guests get a discount. IV. COMMUNICATION STRATEGIES Philip Kotler also cited that communication strategies are basically an image making production. The tourism authority which is a government entity has to work with local hotel and hostels to develop several packages of attractions and amenities. Local government officials must be involved since tourism has a direct impact on local jobs and income. In preparing communication materials, the management of the YHA should consider that tourists because they search for a style of travel that is reflective of their own perception of themselves as having an alternative lifestyle, and which is capable of enhancing and maintaining their own cultural capital. YHA Australia's communication strategies can focus on the full development of the company website. The 500 pounds must be channeled to website enhancement. The website can offer videos of famous British rock and pop singers. It can also offer downloadable tunes for British and American singers. It can offer a quiz which offers t-shirts as prizes or a free stay in hostel of the consumer's choice. It can offer an electronic library, a free e-mail for website members and a currency converter. It can offer a chat room for the existing backpacker customers and a consumer's rating reviews for the 4,500 hostels. The company can offer a cash prize for the best consumer rating review. It can offer a weather and news update for its customers also. V. CONCLUSION To conclude, backpacker tourists are the emerging segment of tourist arrivals which have experienced high growth rates. The YHA Australia is targeting the UK backpackers who represent a high growth segment which assures a steady stream of revenues and profits. Australia's warm and temperate climates have long made it a popular tourist destination its attraction being a function of both the tangible characteristics of climate and geography. YHA Australia must refine its market positioning and communication strategies in order to get the desired volume of its target market. Full website development is the main resource that the company can exploit. Works Cited Baumann, Z. (2000), Liquid Modernity, Cambridge: Polity Press. Gottlieb, A. (1982), 'Americans' Vacations', Annals of Tourism Research 9: 165-87. Hall, D. (1992), 'Tourism Development in Cuba', in Harrison, D. (ed.), Tourism and the Less Developed Countries, Chichester: John Wiley Hampton, M.P. (1998), 'Backpacker Tourism and Economic Development', Annals of Tourism Research 25: 639-60. Kotler, Philip, John Bowen, James Makens. (2003). Marketing for Hospitality and Tourism. Pearson Education, Inc. Lett, J. (1983), 'Ludic and Liminoid Aspects of Charter Yacht Tourism in the Caribbean', Annals of Tourism Research 10: 35-56 Sheller, Mimi, John Urry. (2004). Tourism Mobilities: Places to Play, Places in Play. London: Routledge. Shields, R. (1991), Places on the Margin: Alternative Geographies of Modernity, London: Routledge Sheller, M., and Urry, J. (2000), 'The City and the Car', International Journal of Urban and Regional Research 24: 737-57. Walsh, Neil Mihael. Backpacker-becoming: The performative nature of backpacker guidebooks. The2nd International Critical Tourism Studies Conference. Split, Croatia, 20 - 23rd Jun, 2007. WTO (2002), Yearbook of Tourism Statistics 2002, Madrid: World Tourism Organization. WTTC (2001a), Economic research: country league tables, www.wttc.org/ecres/league.asp (accessed 2 January 2007). Website The Development of Backpacker Tourism in Western Australia. Accessed on January 4, 2008 at URL: http://tourism.murdoch.edu.au/backpacker.htm Read More